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Cultivated Abundance: Managing Chaos in Early Sears Catalogs

Jackie Wolf
Jackie Wolf

Poster Presentation at the 2015 Information Architecture Summit in Minneapolis. This was an analysis of the early IA of Sears catalogs.

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Cultivated Abundance: Managing Chaos in Early Sears Catalogs Infrastructure for Delivery The Catalog USPS Rural Free Delivery service allows direct delivery of catalogs Most people live within 5 miles of a railroad allowing easy delivery of goods Catalog increases from 196 pages to over 1,100 1893 190518991895 1897 1901 1903 Index in middle on different colored paper Sales rise from $750,000, reaching $50,000,000 in 12 years Introduction of spring/fall catalogs & specialty catalogs Rural Population #Capitalism + + = Factory manufacturing produces cheap wholesale goods Growing prosperity = disposable income Middle class aspirations create a demand for goods >60% of the population lives in rural areas, this is >40 million people孫 One room school house educational system creates a highly literate rural population族 Jackie Wolf @Flaxenhaircynic Page headers evolve to include page numbers, catalog name and issue, and navigation help Explosive Growth Credibility Navigation Letters from consumers Kat King @Katalogofchaos The University of Texas at Austin. From the Cambridge Modern History Atlas, 1912. Fonts become consistent Letter from Minn. Rep Indexed alphabetically Indexed by department Letter from banks

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Cultivated Abundance: Managing Chaos in Early Sears Catalogs

  • 1. Cultivated Abundance: Managing Chaos in Early Sears Catalogs Infrastructure for Delivery The Catalog USPS Rural Free Delivery service allows direct delivery of catalogs Most people live within 5 miles of a railroad allowing easy delivery of goods Catalog increases from 196 pages to over 1,100 1893 190518991895 1897 1901 1903 Index in middle on different colored paper Sales rise from $750,000, reaching $50,000,000 in 12 years Introduction of spring/fall catalogs & specialty catalogs Rural Population #Capitalism + + = Factory manufacturing produces cheap wholesale goods Growing prosperity = disposable income Middle class aspirations create a demand for goods >60% of the population lives in rural areas, this is >40 million people孫 One room school house educational system creates a highly literate rural population族 Jackie Wolf @Flaxenhaircynic Page headers evolve to include page numbers, catalog name and issue, and navigation help Explosive Growth Credibility Navigation Letters from consumers Kat King @Katalogofchaos The University of Texas at Austin. From the Cambridge Modern History Atlas, 1912. Fonts become consistent Letter from Minn. Rep Indexed alphabetically Indexed by department Letter from banks