Design of Bookmarks on Waste, for Chintan

The important issue of waste, and the need to do our bit, were highlighted in bookmarks designed for Chintan Environmental Research and Action Group. Vibrant and positive in feel, they were printed economically, with optimum use of paper.

Background and Purpose

Chintan Environmental Research and Action Group is a New Delhi, India based non-profit organisation working on issues related to the environment and environmental justice. Inclusive, Sustainable, Equitable Growth For All is Chintan’s motto. Waste management and the rights of waste pickers are some of the key focus areas of the organisation.

Top view of a large landfill
Most cities in India grapple with the issue of waste

In 2013, Chintan envisaged the design of bookmarks featuring infographics about the issue of waste. They were meant to (regularly) remind people about the problem and prompt them to do their bit.

Requirement

Design of three bookmarks was commissioned. Information to go on them was provided by Chintan in text format. Each bookmark was to feature statistics and an infographic on one side, and a message (urging readers to do their bit) followed by the organisation’s logo and web address on the flip side. The client was keen to have them printed economically, on environmentally certified paper and with minimum paper wastage.

Design Rationale

Basis the brief received from the client, the assignment was first discussed with a print production consultant. Subsequently, printing technology to be used, size of each bookmark, fabrication method and costs were finalised.

Creation of the Infographics

Graphics were developed by the designer basis the information provided by the client. They included hand drawn — with pen and colour pencils — and scanned illustrations of heaps / collections of waste. Overall, the illustrations appeared dense, a bit rough (deliberately) and were meant to stand out in the infographics. The limited real estate available within each bookmark was kept in mind while creating them. Upon approval by the client, they were placed in the layouts.

Bookmark with message: India’s annual waste production = Australia’s annual wheat production. Reduce just 1 waste item in your trash can.
Bookmark design based on India’s annual waste production (front and back)

Vibrant, Brand Look

Overall look and feel of the bookmarks, including the typography, was faithful to Chintan’s brand identity. The visual treatment was bold and vibrant, but also sober. The information and messages, dressed in energetic colours, stood out against pastel hues of the background.

Bookmark with message: Wastepickers recycle about 20% of our waste. Say Thank You to your local wastepicker and give him or her your trash.
Bookmark design about the important role of wastepickers in waste management (front and back)

Strong Graphic Value

Infographics and related text — short and to the point — dominated one side of the bookmarks. On the other side, one key part of the message (urging readers to do their bit) was highlighted. Overall, they had a strong graphic value.

Bookmark with message: 15 times — the increase in plastic waste in Indian bins from '96 to '05. Reduce just 1 waste item in your trash can.
Bookmark design about the increase in plastic waste in India (front and back)
All bookmark designs, front and back, arranged next to one another
The bookmarks overall looked vibrant with colourful graphics and messages standing out against soft, pastel backgrounds

Technical and Production Notes

Four colour Digital Offset process was used to print the bookmarks. The offset machine could print on a paper size of 19 x 13 inches. 18 bookmarks — of size 2 inches (width) x 6 inches (height) each — could thus be accommodated on a single sheet of paper.

In the print ready artworks prepared by the designer, the bookmarks were arranged in 2 rows (of 9 each) within an outer size of 18 x 12 inches. 0.5 inch area was left on all sides of the page for incorporating crop marks and printing notes / instructions, and to allow for paper handling and trimming. Artworks were submitted to the printer in CMYK format, with US Web Coated (SWOP) V2 colour profile embedded in them.

18 bookmarks in 2 rows of 9 each, with crop marks and printing notes around them
One of the print-ready artworks created by the designer, in 19 x 13 inch page size

The bookmarks were printed front and back, on FSC Certified paper, which was an important choice for environment reasons. Optimum use of the sheet entailed minimal paper wastage. Once printed, they were trimmed and eyelets were punched on the top center part of each bookmark (over marks given in the artwork for accurate punching). Finally, a thick cotton thread was manually tied to each during the fabrication process.

Three printed bookmarks with threads tied to them, two of them placed inside books
The bookmarks — printed, trimmed and fabricated

In Essence

The bookmarks overall appeared engaging, vibrant, and had a hopeful, positive feel — besides carrying important messages, of course. Their overall look also subtly reinforced Chintan’s visual identity. Owing to careful consideration of the printing process from the very start, they could be printed economically and with minimal paper wastage.

A printed bookmark placed within an open book
One of the bookmarks in use

Copyright

© Copyright, Chintan Environmental Research and Action Group, New Delhi, India. All Rights Reserved.

Printing and Photo Credits