Gestaltung und Konzept für einen Produktkatalog in der Autoindustrie

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Horn & Bauer ist ein Unternehmen mit verschiedenen Lösungen aus dem Bereich Folie – besonders als Zulieferer für die Autoindustrie. In diesem Fall ist die Zielgruppe aus dem Bereich Aftermarket – also, wenn ein Auto in einer Werkstatt neu lackiert wird oder nach einem Unfall repariert wird.

Die Produkte von Horn & Bauer stehen seit vielen Jahren im Werkstattbereich für Qualität und Innovation – da sie aber zu den Werkstätten meist über Händler gelangen, wird oft nicht klar, dass Horn & Bauer Hersteller dieser Produkte ist – nicht nur Händler. Daher wurde bei der Neuauflage für den Produktkatalog darauf geachtet, dass sich das Unternehmen erst mal vorstellen kann: Als Familienunternehmen in 4. Generation und Hersteller von Innovationen seit vielen Jahren.

Der Katalog wurde in drei Bereiche eingeteilt: Lackierbedarf, Werkstattbedarf und Geräte. Diese sind schnell und einfach durch die Registerhaltung an der Seite zu finden. Außerdem wurden für die Produkte Icons entwickelt, um auf den ersten Blick die Eigenschaften eines Produktes zu verstehen.

Die neuen Produktfotos wurden mit dem Ziel „Empathie“ und „Verständnis“ geschossen: Schulterblicke, die jemanden bei der Arbeit in einer echten Werkstatt zeigen – also auch mal Schmutz und Unordnung werden gezeigt.