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.
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.
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.
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.
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.
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.
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.
Copyright
© Copyright, Chintan Environmental Research and Action Group, New Delhi, India. All Rights Reserved.
Printing and Photo Credits
- Print Production: Mr. Sridhar Arvamuthachari
- Photograph of landfill courtesy Tom Fisk / Pexels
- Paper texture on bookmarks courtesy NordWood Themes on Unsplash
- Leaves shadow on books courtesy Kjpargeter on Freepik
