We develop a theory of generalized Hopf invariants in the setting of sectional category. In particular we show how Hopf invariants for a product of fibrations can be identified as shuffle joins of Hopf invariants for the factors. Our results are applied to the study of Farber's topological complexity for 2-cell complexes, as well as to the construction of a counterexample to the analogue for topological complexity of Ganea's conjecture on Lusternik-Schnirelmann category.MSC 2010: 55M30, 55Q25, 55S36, 68T40, 70B15.Example 1.3. If p is odd, 2p − 1 < q ≤ 3p − 3, and the join square H 0 (α) ⊛ H 0 (α) is a non-trivial element of odd torsion, then TC (X) = 4.Remark 1.4. We also get a full description of TC(X) for X = S p ∪ α e 2p (Theorems 5.1 and 5.2 below). The proofs are, however, much more elementary than those in the cases of Theorems 1.1 and 1.2.1 Base points will generically be denoted by an asterisk * . 2 These are not actual restrictions in view of [39, Theorem 5.95]. H n φ,α (p)⊛H m ψ,β (q) / / J n (A) ⊛ J m (B)