Monday, 6 January 2014

Crafting Cutting-Edge Design for effective Print Communication

The first approach towards creative design for crafting any kind of Print Communication, be it print ad campaigns, corporate profiles, brochures, newsletters, flyers, insertions, annual reports, leaflets, POP materials, posters, direct mailers, hoardings... is to think visually. Visualization is an innate ability of every creative person in the creative department. Copywriter, Art Director, Visualiser and graphic designer are thinkers who shape ideas to come out as concepts that can be practically designed. The design has a purpose to achieve- of highlighting the Unique Selling Proposition of the product and service and satisfy the marketing needs of our clients. For developing great print designs that generate the desired response it’s important to keep in mind the functionality of the creative output.
Different types of Print Communication ask for unique treatment in design and copy. Excellence is accomplished with complete mastery of craft. Typography, layout, photography and persuasive copywriting are the key elements of any kind of design in Print. In any kind of print communication the art and copy play equal role in the final creative. 

Copywriting is the craft of choosing language that strikes a chord with the reader. The copy could be as short as one word or as long as a paragraph. It surrounds the idea and elucidates it crisply and creatively. Brochures, pamphlets and corporate profile require more copy and attention to detail. In design various aspects are under constant attention of the art director. Right from typography, colour, font size and layout requires skillful synchronization and structuring for achieving the desired design in print.

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