P&L

Packaging and Labelling – magazine prototype

The editor of Printweek India shared his plans for a new B2B magazine called P&L (Packaging and Labelling India) as a brand extension. We researched two years of Printweek back issues and found that they did not portray the volatility and excitement of print.

Our contention was, and still is, that printing and packaging are exciting industries where the end product creates an impact. A magazine dedicated to this industry should move away from the cold, clinical journal approach and encourage even non-industry people to snack through the contents.

We decided to use the same dimensions as Printweek India and retain the existing grid and fonts because it was meant as a brand extension. The new magazine had to be in a plug-and-play format. We started by creating a new “front of the book”’ that was snappy, newsy, and utilitarian. This section was populated with formatted stories and sharply defined word counts. We introduced a calendar of international events (exhibitions, expos, etc.), polls, and a list of India-specific events. We tried exploring a trending subject using numbers along with a cheat sheet, which is a list of important and useful information for the reader.

We avoided infographics and illustrations because of their limitations and chose to anchor the content around people instead of technology. We ensured that the main story was not interrupted by using parallel narratives like timelines and boxes in larger stories for background information. White space helped the magazine move away from the journal vibes of Printweek. This also made the pages visually more vibrant and interesting.

We created an easy-to-read “back of the book” with its own content page to change the pace of reading. This functional section included Q & A, product reviews, and trivia from the packaging and labelling industry, and the magazine closed with a light look at celebrities and their favourite packaging for easy reading and glamour to reinforce the pervasiveness and effect of that packaging.

This culminated with training sessions for the editorial team and also included directions and guidelines for photography, interviews, and even layouts.

 

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analysisConceptualisingDesign thinkingeditorial directionguidelines for artguidelines for photographylayoutslogo/masthead designresearchtemplates for magazine pages magazine design
P&L Magazine by DG Creative Services

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