Rang Premache_Project Documentation

RANG PREMACHE a publication design for the Marathi poems Studio Three

Project Documentation Rhishikesh B. Kedare

Student Id: S1101109 PGDPD 2011, Graphic Design Semester Four National Institute of Design Ahmedabad, India.

Project Guide

Dr. Tridha Gajjar

Contents The Beginning Introduction Project Brief Project Proposal

3 4 5

Information Collection

What is publication design?

Where to start...?

Visiting Crossword I too had a love story

7 8 9 10

Research

Current Scenario & Target audience Case Studies

12 14

Communication Strategy How do I want my publication design to be?

25

Exploration

Physical Structure Typeface Typeface Size Type Allignment Content Placing Illustration Process

27 28 30 31 33 38

Execution

Process Printing & Binding Costing Prototype

54 74 75 76

Conclusion c All rights reserved.

Learning Experience Acknowledgement Bibliography

82 83 84

The Beginning

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Introduction This documentation is about a classroom project, done at the National Institute of Design, Ahmedabad.

The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research. NID offers professional education programmes at Undergraduate and Post Graduate level with five faculty streams and 18 diverse design domains.

Having entered the 6th decade of design excellence, NID has been active as an autonomous institute under the aegis of the Deparment of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India.

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Project Brief

the publication desig in the process and explore the new possiblities.

After collecting some basic information on this subject, I made a proposal for the project and got signed by our faculty Professor Dr. Tridha Gajjar as a guide for the same.

As a part of our classroom project, we were introduced to the Studio Three.

It is a ten weeks project where everyone has to select the subject of their interest and has to add value to it by using graphic design skills.

This was our last classroom project, so I wanted to take this opportunity to choose the subject which was in my head since long time. (even before I joined NID.) It was a book of my own poetry. Just two years back Istarted writing poetry and received good enough appreciation to see this dream of a book. In between, some of the poems also got featured in Lokprabha, a weekly Marathi magazine from Indian Express group.

Project Proposal

lication, grammatical check of the each line from the poem.

Information collection: Collecting the information about the publication design of poetry from different languages, looking it through design point of view.

Context Two years back I started writing poems. Since then I have been writing and expressing the thoughts. Now I have collection of about 100 poems on different topics. In general I would categories them in love, social issues, relations etc. Many of these poems are written on love, which I would like to share with the public through publication design. Most of the poems are written in my mother tongue – Marathi. All the poems for this project will be in Marathi.

Phase Two Research: Synthesis of collected information, looking into the process of publication from content development, design process, representation techniques, printing and binding methods. Loooking into the various illustration styles used to express.

Phase Three Strategy Design: Designing a strategy to communicate with the target audience for better response to the publication design. Exploring the styles of illustration to express the poem, exploring into the mediums of publication design.

Objectives Designing a publication for self written poems.

Through this - Understanding the process of publication design from raw content up to printed deliverable. Designing the visual language.

Illustration. Learning the process of printing and binding.

So, I decided to design a publication for the self written poems.

I write the poems on various subjects like, love, relationships, marriage, social issues, happiness and so on. for this project I chose to use poems on love because it is a subject close to everyone's heart especially youngsters. It is all time evergreen subject and will be. Our entire bollywood film industry is running on the same subject for decades. So with all these possiblities of reaching to the larger group of audience, made me chose this one specific subject-love.

Phase Four Execution: Executing the finalized explorations and concepts, Getting feedback from the target audience, Final refinement, Printing.

Target Audience

Another reason behind taking this subject is that , I was going to learn 4

Primary - Marathi youth (college going as well as working in India).

Secondary - Marathi reades from all over the globe above age group 16

Tentative End Deliverables

Methodology

Project Duration

Phase one Content Collection: Collecting and shortlisting the poems for the pub-

Ten weeks.

A printed hard copy of a publication design and a documentation.

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What is publication

In this book, I came across a basic and very interesting content about publication design, here is that:

design?

pub.li.ca.tion, n 1. The publishing of something, especially printed material for sale

In our campus, my most favorite place is KMC {Knowledge Management Center}. I believe that it is one of the best library in the world for design learning, where we get all threads of design education at one place.

3. The communication of information to the public

While looking for the books on publication design, I came across a book – What is Publication Design?

by Lakshmi Bhaskaran. Throughout the pages, the book keeps on clearing the ideas about publication design and its practices.

Information Collection

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2. An item that has been published, especially in printed form

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Where to start...?

25 poems on love. (all these small decision I have taken from my observation, experience and being one from the target audience).

I started from myself…I gathered all my notebooks of poems which are having 100+ poems and started reading those again and again to check which poems falls under the topic that I have chosen for this project, The Love. So I Shortlisted my 25 poems for this project. 25 because… This is my introductory book to the audience and adding too many poems and making the book heavy will not make any sense.

Also the focused target audience is youth, who would not like to buy and read such a heavy book. Less than 25 poems will not be worth to for my dream project, so I decided to have

So I shortlisted 25 poems and saw if I could make them better by refining or replacing any word or line but couldn’t do much as I realized that I am disturbing the natural flow of the poem, which came to me in certain context and time. So I moved to next thing which is grammatical check of the poems. I did this by professionals and got it typed by a DTP operator from Pune.

So now, the content is ready...what next...?

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Visiting Crossword

content). Many of them had 30 to 40 poems each. The sizes of books were smaller than a4.

What could be the better place to see the books right from local writers to international one, from regional language to universal one, from old one to just launched books on all the topics?…yes, it is Crossword Bookstore. As I was at hometown (Pune) for Diwali vacation, I went to the Crossword Bookstore at S.B. road Pune. The evening that I spent there was awesome. I got to see so many books on poetry, especially in Marathi. Their content, design, layout etc. Most of the books that I saw had same type of approach. Black and white pages with four to five stanzas on one. (white pages with black

Through these small small observations I started imaging the design of my book in my head (only). Also got to know little about what to do and what not to do, in terms to standout among these many.

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I too had a lovestory

" if you are writing for college going youth, you have to do the research , study them, understand them, their pocket money. So you can’t sell a book to them which is for 400 rs. You have to keep the price of the book as such that will afford to their pocket money.”

One day on Facebook, I came across a website of Ravinder Singh. He is the author of India’s bestseller novel – I too had a love story! I went through all his website. A nicely done animated story introduces viewer to the trailer for his upcoming novel – Like it happened yesterday! An interesting way of branding the book.

Here is the link to his website: http://www.ravindersinghonline. com/index.html

I read some part of both the books, which he has put on the website.. nicely written..a raw/natural content, touching to the soul. Saw his interviews…quite helpful for me, Where he says...

Research

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Current Scenario &

In Marathi, we never do any experimentation with the books sizes, paper, presentation etc. By keeping the low price, can we play with the quantity of the books? Achyut Godbole’s Musafir has done that successfully. also writers visits to the bookshop, interacting with the readers can be done for the branding of the book.

Target Audience I feel so fortunate to be in the time when Internet and Google are easily available for everyone.

So while surfing on the internet about books, blogs etc., I came across one blog which has an article about current scenario of books in Marathi which author has actually written for a Marathi daily newspaper.

There are many books available on internet through e-publishing but the printed book has its own smell and space.

Here is the link of that article: http:// blog.pvinayak.com/2013/06/blogpost_8189.html In this article he writes that: There are very few young writers in Marathi, even in that some of them writes in English as compare to the writers in English literature, where many young writers are leading the literature. To write about youth and their word through their eyes, one has to be from the youth of that time.

In English, 200-300 page book is available for 100 rs. whereas in Marathi one has to pay per page a rupee for most of the books. Obvious thing is that youth prefers to go with English. For example books from Chetan Bhagat, Amish Tripathi, Ravinder Singh, Nikita Singh, Durjoy Dutta etc.

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Case Studies

maintain the contrast. The page no. and the book title is placed on the bottom right of the paper in vertical manner, which I think is an experimentation with the placement, but its not working as verticle orientation is difficult to read for devanagari script.

1. Tuzyawarchya Kavita (Poetry on you)

Publisher : Continental Prakashan, Pune

Cover: The cover has handwritten title and the name of the poet. The poets figures are composed with the title. Pink colour is used for title while purple for the poets name.

Price: 150 rs.

Size: 6.25� X 6.9 “ height Pages: 84 ( back to back 42)

Grid: Two column grid is used Binding: Perfect binding Paper: 120 gsm glossy Printing: 4 colour offset Content structure: The visual (images) and text is composed throughout the publication.

As per the image and the space, the poems starts from varied spaces.

Visual treatment: Photographs are used as a visual element in the publication. Little abstract form is given to the photographs to give more emphasis on the content as they are overlapping with each other. Somewhere the visuals are going well with the text and somewhere not. The varied placement /beginning of the poem is bit disturbing as it loosing the element of continuity. A nice san serif Devanagari typeface is used throughout the publication. On the lighter images the text is in the black colour and on the darker, it is in the white colour to 14

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2. Marm

Cover: A photograph has been used on the cover and the title is placed on the bottom right.

(Feelings from the heart)

3. Tuze Maze

it. Whereas the name of the poet is in the white colour and on the bottom right of the page.

( Yours n mine )

Grid: Two column grid. One for visual and another for text.

Marathi Poems by Mr. Ashok Joshi.

Marathi Poems by Prof. Sushila Solapure.

Grid: Two column Paper: 100 gsm

Publisher : Kailash Prakashan, Aurangabad.

Publisher : Saunwad, Manikchand paper products ltd, Jalgaon.

Paper: 120 gsm glossy

Price: 60 rs.

Price: 55 rs.

Size: 5.5” X 5.5 “ height Size: 5.4” X 8.3 “ height Pages: 60. ( back to back 30) Pages: 64. ( back to back 32) Binding: Perfect binding Binding: Saddle stich Printing: Four colour offset Printing: One colour offset (black) Content structure: There are 54 small poems in the book.

There is an illustration with every poem on the same page. Each poem start from outer half of the page.

Right alignment is used for the text.

Content Structure: There are 19 poems in the book and some graffiti’s on the last 14 pages.

Each poem start from the centre of the new page. Left alignment is used for the text.

Visual treatment: Nice and relevant illustration is done with the colour pencils and composed with the poems. A constant style of illustration/visual language is maintained throughout the publication.

All the text is in the purple colour with a legible serif Devanagari typeface. I think the size of the publication is affecting the content as the content is not getting enough breathing space around it.

Visual treatment: There are no visuals in the publication. All the content is in text form.

A typical san serif Devanagari typeface is used throughout the publication. All the text is in the black colour. The page no. and the book title is placed on the top left of the margin. In overall the book is in very simple format and have no element for viewers engagement except the content itself.

Cover: The calligraphy is done for the title and glossy golden colour is given to 16

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4. Marriage is a promise of love

Cover: The cover has an illustration from one of the inside pages.

A collection of English poems edited

by Susan Polis Schutz.

Grid: A single column grid is used.

Paper: The paper used is fine quality, led embossed. 80lb, paper. an acid free paper. The book with this paper is giving a personalised experience to the viewer.

Publisher : Blue Mountain Press, Boulder Colorado, 1990, USA. Price: 7.95 us $ (494.73 rupees) Size: 5.75� X 8.5 “ height Pages: 64. ( back to back 32) Binding: Perfect binding Printing: 4 colour offset Content structure: The content is structured into visual and text on individual pages. The content is placed in the centre of each page. Left alignment is used for the poem but somewhere extra space is left for special intention of taking a pause. Central alignment is used for titles. Page no. are placed on the bottom right corner of the page, and some page no's are skipped.

Visual treatment: Beautiful water colour treatment is given to entire publication. One page dedicated to illustration while other page is for text. Most of the text have white background and few are with watercolor background. All the text is in the olive green colour. More vibrant and bright water colours are used to create pleasant experience.

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5. Kaan Grid: 2 column Paper: 120 gsm handmade

English Poems by Mrinalini Sarabhai Publisher : Mapin publishing, Ahmedabad.

Price: 225 rs.

Size: 10� x 7.5 “ height Pages: 60 (back to back 30) Binding: Section Printing: Typeset in stone informal by akar typographics Ahmedabad. Printed in india by silkscreen .

Content structure: Poems and woodcut illustrations.

3/4 of the page is occupied by visuals.

Left alignment is used for the text.

Visual treatment: Different visual appraoch with woodcut illustrations, there are 9 to 10 words in each line. Poems are longer than usual. All the text is in black colour with a san serif typeface.

Cover: Cover is covered by off white khadi cloth. Giving earthy feel. A rough textured handmade paper is used on inside of the cover on back and front.

Also the innner all pages are of handmade paper, altogetherly the use of varied paper is what gets viewer attention first in this book.

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6. The Interior Landscape

7. Love stands alone

double line frame to the cover in chrome yellow colour.

English Love poems from a classical Tamil anthology.

Selection from Tamil sangam poetry.

Grid: 2 column

Translated by M.L. Thangappa

Paper: 100 gsm

Translated by A.K. Ramanujan.

Publisher : Oxford University Press, 1967

Publisher : Oxford University Press, 1967

Price: 399 rs.

Price: 95 rs Size: 5.25”X 8.25 " height Size: 5.5”X 8.5 “ height Pages: 202 (back to back 101) Pages: 126. (back to back 63) Binding: Section binding Binding: Perfect Printing: Single colour offset Printing: Single colour offset Content structure: All text , no visuals. Content is placed on the left half of the page, left allignment, san serif type. Page no's at centre bottom, book title is in centre top of the page.

Content structure: More than 50 poems, no visuals. Left alligned serif typeface, page no's at bottom right.

Visual treatment: No visuals except cover, plenty of breathing space around the content which is working well, legible typeface is used.

Visual treatment: No visuals in the publication, more margine on all side of the content.

Although book sounds heavy with more page numbers but with the enough space around the balance is maintained very well.

Cover: Cover has an abstract watercolour composition.Yello blue and red colours are used on the cover for title and sub titles as well as poets name.

Cover: The cover is nicely done. A deer is drawn in golden colour and title is with tarjen pro type in golden colour.

Marun colour cloth texture is used for the background of the cover with

Grid: 2 column grid is used Paper: 100 gsm handmade.

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So, how do I want my publication design to be?

> I want it to be handy in size.

Communication Strategy

> To be economical so that any college going/working youth can afford to buy it easily. > To be distinctive in its layout and visual language. > To be relavent to the content. > To be worth for readers to spend time and money on it.

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Physical Structure

Explorations 5.5 Inches

08 Inches

This perticular size is chosen because it is handy and economical.

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Typeface

jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 CAPSUL

jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 CHAKRA

jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 LAJWANTI

jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 LAJWANTI M

jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 MANGAL

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jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 MITRA E

jUmV EH$m OJU§ ~XbyZ OmV gma§ öX`mV {eaV§ Ooìhm n{hë`m ào_mM§ dma§

ITRFK DEV 7 STONE

Type I wanted to be is regular in size, less cap height, more roundness in letterforms, legible and ITRF DEV 7 CHAKRA fits perfectly in it.

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Typeface Size

Type Allignment

à{Vq~~ ào_mV nS>ë`mda H$m` hmoV§` ho _bm AmVm H$iV§` amhÿZ amhÿZ _mP§ _Z {VÀ`mH$So>M Va diV§` nwñVH$§m_Ü`o VrM nona_Ü`ohr VrM, Q>rìhrVhr VrM ñdßZmV gwÜXm VrM gJirH$S>o VrM Vr ho Ag§ H$m hmoV§` ho _bm AmVm H$iV§`...

H$maU S>moù`m§À`m ~mhþë`m§_Ü`o \$º$ {VM§M à{Vq~~ C_Q>V§` After various size explorations the type size selected is 16 point.

Considering the publications size, space for visuals and readability, this size has been chosen.

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Content Placing

The left allignment is chosen because in it the content is easily readble especially for Devanagari script.

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Left corner bottom placement is chosen as it allowes enough space for visual and also maintain the balance of the page.

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Illustration Process

A poem

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Keywords and Visuals

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Illustration in various styles

Waterproof pigment ink pen

Ball pen

Waterproof pigment ink liner

colour pencils

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Calligraphy

Sketchpen

Watercolour 42

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Composing Shortlisted Illustrations

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After trying out these compositions I started reflecting upon as well as getting feedback from target audience.

What came out was not satisfying:

So I took few quick decisions:

> The illustrations are dominating the text content.

> Will have one spread for each poem.

This will allowe more enogh space for both text and visuals.

> The illustrations are not going with words/not expressing the poem. >The overall compositions is not allowing enough breathing space for each elements on the page. > All the illustration styles are usual.

> Will try out some more explorations.

> Will reduce the text size to 14 points. > Text will be placed at the right corner bottom of the page which will allowe balanced space for the visuals and can keep the larger poems in the flow while coming onto other page of the spread.

SO...

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Shortlisting one style

colour thus allowing two colour printing of the publication which will be cost effective to reduce the price per copy.

I was really satisfied with all of these newly done explorations but chose this one because... > It is balancing the text very well, without dominating or undergoing it. > It is allowing plenty of space for itself and text too. > It is completly unusual and dictinctive style of illustration. > It is going well with poem and expressing it . > Red colour is expressing the love in rthymic lines and forms. > It's working well in single (red) 50

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Refining the Style

Execution The chosen illustration style is refined in adobe illustrtor to give it more crisp and clean appearence.

Two filled heart forms also turned to lines to maintain the visual balance in the spread.

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The chosen illustration style was executed in the following process for each poem.

Poem

Keywords

Visuals

Illustrations

Shortlisting one

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Initial pages

Content page

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Book Cover

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Shortlisting One

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Printing & Binding

Costing

This publication design will be printed in offset by two colour printing.

Offset is the most affordable printing method to produce very high quality prints in commercial printing quantities. This will reduce the printing cost of the publication.

Rang Shabdanche Publication Design Size : 5" X 8.5", 58 pages Offset Printing Cost in Rupees.

Copies (in number)

1,000

10,000

Perfect binding method willl be used for these publication design because:

Paper Cost Natural Buff, 120gsm.

24,000

2,40,000

> Perfect Binding is a widely used soft cover book binding method. With this binding method, the pages and cover are glued together at the spine with a strong yet flexible thermal glue.

The other three sides of the book are then trimmed as needed to give them clean perfect edges.

Printer Cost Hidelberg Speed Master

30,000

1,50,000

Post Press cost (cutting, Binding)

10,000

1,00000

Tax (5%)

3,200

24,500

Total

67,200

5,14500

67.2

51.45

> The primary benefits of perfect bound books are that they look professional and offer visual appeal, are less expensive to produce than hardcover books, and they stack well.

Also, the square spinal edge formed by the perfect binding method allows for the book’s title or other information to be printed on the spine‌something the saddle stitch and spiral binding methods do not offer.

Cost per copy

Quotation provided by: Siddhi Printech, 13,Basement, Liberty Complex, Swastik Cross Road, off C. G. road, Ahmedabad. Gujrat.

E-mail : siddhiprintech@gmail.com Contact No. 26423191, 26402863.

> In addition, perfect bound books can be printed in short runs and are a great candidate for On Demand Printing. This provides tremendous benefits to book authors as well as cost-conscious businesses.

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Prototype

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Conclusion

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Learning Experience

Acknowledgement

It was great joy for me to work on this project. It has fullfilled the purpose with which I had started the project - learning to design a publication. This project has introduced me to the whole new world of possiblities and scope in publication design especially for devanagari script and the reginal launguages.

My sincere thanks to Dr. Tridha Gajjar for all the discussions and guidence for the project.

My collegues and batchmates and other faculty members for their support, feedback and encouragement.

Registrar - Vijaya Deshmukh, Mr. Dilip Oza and Security Head at NID, for alloweing me to work in the Graphic Design Lab for the maximum possible time.

Translating poems into visuals was great fun. Since I myself had written the poems, I knew what I wanted to communicate through them which made it bit easier for me. From various explorations I came up with my own style of illustration.

Shree Atharv photo's, Pune, for Marathi typing of all the poems.

Shree Ashok Joshi for proofreading all the poems.

Throughout the process, I learned through trial and error method which I believe now is the best way to learn.

Altogether this is my most enjoyed project in my entire post graduation at NID :)

Knowledge management centre (KMC) at NID for all the resources.

And my family for being infinite source of love and support.

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Bibliography

Webliography

Colophon

Bhaskaran , L 2007, What is publication design, rotovision publication, East Sussex.

Murray, P 2014, The book design blog, Manchester (http://thebookdesignblog.com/).

Document dimensions: 5.5" X 8".

Harris , P & Amborse G 2011, Basic Design - Layout (second issue), Bloomsberry publication, UK.

Black letter, M 2014, Poetry portion archieve (http://issuu.com/ zamantungwa/stacks/e75b0a766bf14890907bee08da677142).

Gill, B 2003, Graphic design as a second language, Images Publication, Australia.

Dean, K2014, Society of publication designers, NY (http://www.spd.org/).

Gill, B 2011, Bob Gill, So Far, Laurence King Publishers, UK.

Mane, A 2014, E-Sahitya Pratishthan (http://www.esahity.com/).

Fletcher, A 2001, The Art of Looking Sideways, Phaidon Press, UK.

Pintrest 2014, Book cover design (http://www.pinterest.com/search/ pins/?q=book%20cover%20design).

Zeegan, L 2009, What is Illustration, Roto Vision, East Sussex.

This documentation is set in Priva Pro Italic and Nexa typefaces.

Type Priva Pro Italic is designed by Portugal based foundry DS Type. It is a multi-award winning type foundry that specializes in custom typeface design for publications, corporations and cultural institutions worldwide.

Type Nexa is designed by Fontfabric type foundry, based in Sofia, Bulgaria.

The Nexa family of fonts are characterized by excellent legibility both in print and on the web. Nexa is most suitable for headlines, but it does well in a variety of text lengths too.

Myself

Schutz, S 1990, Marriage is a promise of love, Blue Mountain Press, USA. Khare, S 2013, Tuzyawarchya Kavita, Continental Prakashan, Pune.

Rhishikesh B. Kedare Student Id: S1101109 PGDPD 2011, Graphic Design National Institute of Design Ahmedabad, India.

E-mail: rhishikesh.k@nid.edu rhishi29@gmail.com Contact No: +919409171542 Blogs: http://rangshabdanche.blogspot.in/ http://rhishikeshkedare.wordpress.com/

Solapure, S 2004, Marm, Kailash Prakashan, Aurangabad.

Joshi, A 2006, Tuze maze, Sanwad-Manikchand Paper Products, Jalgaon, Maharashtra.

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Thank you !

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