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Uber Catalog

Uber Catalog - The same principle applied to objects and colors. After the logo, we moved onto the color palette, and a whole new world of professional complexity opened up. This was more than just an inventory; it was an attempt to create a map of all human knowledge, a structured interface to a world of ideas. Creativity thrives under constraints. This single, complex graphic manages to plot six different variables on a two-dimensional surface: the size of the army, its geographical location on a map, the direction of its movement, the temperature on its brutal winter retreat, and the passage of time.

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An incredible 90% of all information transmitted to the brain is visual, and it is processed up to 60,000 times faster than text. It’s a classic debate, one that probably every first-year student gets hit with, but it’s the cornerstone of understanding what it means to be a professional. Beyond the vast external costs of production, there are the more intimate, personal costs that we, the consumers, pay when we engage with the catalog. The page is stark, minimalist, and ordered by an uncompromising underlying grid. It can also enhance relationships by promoting a more positive and appreciative outlook.

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