Brochure for ‘Water‘, Mayank’s fine art photography show held in New Delhi in July 2009, was meant to serve the dual purpose of an invite and a handout for visitors to the exhibit. As a concise piece of information about the show and the artist, it was designed to be handy, attractive and economical.

Above: Printed Water brochures

Since the printed quantity required was only 400, keeping cost and logistics in mind, conventional offset printing was ruled out and digital offset chosen as the printing process. Considering the maximum size of 13×19 inches that the digital offset machine could print, an open size of 18×6 inches was selected as the brochure size so that two brochures could print on a single 13×19 inches sheet of paper.

Above: 18×6 inches brochure (open size) with two folds in-between

The open size of 18×6 inches was creased at two places and folded into a ‘Z’ shape to become a 6×6 inches handout. Cordenons 145 gsm Natural Evolution ivory paper was selected for the print run after considering its stiffness, texture, warm tint and cost. Use of Cordenons environmentally friendly, chlorine-free paper also supported the photography show’s underlying message of water (or nature) conservation.

Above: Rule of thirds grid overlay on the brochure layout

Working backwards from the size and format defined by the printing process, layout of the Water brochure was created around a classic rule of thirds (in this case isometric) grid, wherein the images were horizontally offset across the pages by a third. The design aimed to create curiosity about the fine art photographs and therefore only showcased crops from four selected images. The four images contained a healthy mix of patterns and colours, giving a hint of the ‘variety’ of photographs to be displayed in the show.

Above: The brochure folded in ‘Z’ shape with just the cover visible

Brochure text was set in the typeface Joanna, italics text was set in Times New Roman. Text for the brochure was written in a poetic, soft and understated manner and therefore grey colour, with a hint of blue added to it (for strength and obvious relation to water) was used as the text colour. Unlike many art show brochures, the photographer’s name and show details were deliberately downplayed, allowing the concept and imagery to dominate the layout.

Above: Brochure middle page layout

The three faces of the brochure contained show name and poetry, show information and information about the artist, respectively. It was printed only on one side with back side of the paper left blank. An electronic or PDF version of the brochure consisting of three separate pages was also created and e-mailed to invitees, it can be downloaded from HERE.

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