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| NEWS PAPER RE-DESIGN |
| The Economic Times |
| Since the 1990s, Economic Times (ET), India's top pink paper, had led the category in introducing 'soft' content, such as personal tech and the arts. It also introduced design gestures aiming at irreverence and humor, to draw in young readers. But over time, both the young "entrants" and the "old faithfuls" came to see it as outdated and chaotic. The brand's key vector—the paper—needed an upgrade.
ICD worked closely with ET's owners, editorial and brand teams on a new personality, rediscovering its identity as a popular leader, who echoes, rather than lectures its reader.
Young readers revealed that rather than be youthful, ET should reflect their aspirations of efficiency and contemporariness, values welcomed by older loyalists too. Thus its busy ambience was rationalised; the graphics manual reworked for clarity, and to offer conclusions, not just data; colour made systematic. The pages respond to the 'skimming' habits of web reading. Overall, the revamp restores the brand's authority and rapport. |
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