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Kohl's Catalog

Kohl's Catalog - As I began to reluctantly embrace the template for my class project, I decided to deconstruct it, to take it apart and understand its anatomy, not just as a layout but as a system of thinking. This includes the charging port assembly, the speaker module, the haptic feedback motor, and the antenna cables. The placeholder boxes and text frames of the template were not the essence of the system; they were merely the surface-level expression of a deeper, rational order. The most powerful ideas are not invented; they are discovered. A designer working with my manual wouldn't have to waste an hour figuring out the exact Hex code for the brand's primary green; they could find it in ten seconds and spend the other fifty-nine minutes working on the actual concept of the ad campaign.

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First studied in the 19th century, the Forgetting Curve demonstrates that we forget a startling amount of new information very quickly—up to 50 percent within an hour and as much as 90 percent within a week. This Owner's Manual was prepared to help you understand your vehicle’s controls and safety systems, and to provide you with important maintenance information. The object itself is unremarkable, almost disposable. It is the fundamental unit of information in the universe of the catalog, the distillation of a thousand complex realities into a single, digestible, and deceptively simple figure. What is the first thing your eye is drawn to? What is the last? How does the typography guide you through the information? It’s standing in a queue at the post office and observing the system—the signage, the ticketing machine, the flow of people—and imagining how it could be redesigned to be more efficient and less stressful.

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