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Herpa Catalog

Herpa Catalog - The card catalog, like the commercial catalog that would follow and perfect its methods, was a tool for making a vast and overwhelming collection legible, navigable, and accessible. Never probe live circuits unless absolutely necessary for diagnostics, and always use properly insulated tools and a calibrated multimeter. And through that process of collaborative pressure, they are forged into something stronger. A professional is often tasked with creating a visual identity system that can be applied consistently across hundreds of different touchpoints, from a website to a business card to a social media campaign to the packaging of a product. While the convenience is undeniable—the algorithm can often lead to wonderful discoveries of things we wouldn't have found otherwise—it comes at a cost.

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I had to define a primary palette—the core, recognizable colors of the brand—and a secondary palette, a wider range of complementary colors for accents, illustrations, or data visualizations. Building a quick, rough model of an app interface out of paper cutouts, or a physical product out of cardboard and tape, is not about presenting a finished concept. It is to cultivate a new way of seeing, a new set of questions to ask when we are confronted with the simple, seductive price tag. At the same time, augmented reality is continuing to mature, promising a future where the catalog is not something we look at on a device, but something we see integrated into the world around us. The simple, physical act of writing on a printable chart engages another powerful set of cognitive processes that amplify commitment and the likelihood of goal achievement.

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