In their previous catalog, the product descriptions, technical information and ordering information spread throughout multiple pages. To tighten this up and reduce the risk of confusion and unnecessary flipping back and forth, we made sure that each product had all of the pertinent information directly under the photo of the product itself. We also integrated instructional diagrams that were previously included as separate cards in the back of the catalog.
Another challenge was that the amount of information required for each product could vary greatly, so we had to design a system that was consistent but still scalable. It also needed to be easy-to-read as products that seemed similar might have minute differences. We isolated three pieces of information that were necessary for almost every product (recommended incision size, number of uses and shipped quantity) and created icons that could be read at-a-glance. We also used a series of badges that indicates special features of the product—such as being surgeon-designed or having a special warranty. Along with consistent type use, this graphic system made it easier to move around the catalog and find the necessary information for each piece.