Tile By Design
America's largest ceramic tile manufacturer, main focus was
directed to commercial design professionals and builders.
They lacked a consumer orientated product catalog and needed
one to help promote their product line directly to residential
showed that residential consumers wanted a simple way to select
ceramic tiles without help from design professionals. They
also complained that commercial catalogs were too confusing
for making tile selections.
have always grouped product lines by series in their sales
literature. Our researched revealed that consumers found it
difficult to make color selections by going back and forth
through catalogs while trying to select the "color"
they wanted. We came up with a system of grouping tiles by
color tones and not by product series. By grouping colors
by tones consumers could see the entire palette of a color
in one place making their selection process easier.
the catalog to feature four new room sets and six vignettes
to illustrate how the color tone system works. The catalog
uses a "consumer home magazine" design with featured
articles on how to decorate a room using the new system. Helpful
designer tips and suggestions were also provided through out
the book. The catalog was a great success and was well received
by customers in the marketplace.