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This was a catalog for a largely rural and isolated America, a population connected by the newly laid tracks of the railroad but often miles away from the nearest town or general store. The search bar became the central conversational interface between the user and the catalog. The professional design process is messy, collaborative, and, most importantly, iterative. Learning about concepts like cognitive load (the amount of mental effort required to use a product), Hick's Law (the more choices you give someone, the longer it takes them to decide), and the Gestalt principles of visual perception (how our brains instinctively group elements together) has given me a scientific basis for my design decisions. We don't have to consciously think about how to read the page; the template has done the work for us, allowing us to focus our mental energy on evaluating the content itself. There is often very little text—perhaps just the product name and the price.