First, the news. At a recent WPP conference, sponsor Rajasthan Patrika (the group that owns the popular daily of the same name) challenged participants to make ‘Hindi cool’. Storyboard editor Anant Rangaswami judged their efforts, not favourably; but his insightful piece argues that we should invert cause and effect. If Hindi newspapers invested in design, he says, Hindi would look cooler;… Continue reading You Don’t Absolutely Love Your Vernacular Newspaper
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We are Still Like this Only: Packaging Nostalgia, the Indian Way
It all started with a lament for the old packet of Gems, the iconic Cadbury brand that is embedded in memory as an essential currency of happiness and reward, as also a failsafe birthday cake decoration. Saying goodbye to our precious memories also makes us reflect on a legacy, for the next generation, that has… Continue reading We are Still Like this Only: Packaging Nostalgia, the Indian Way
a talk at IIT Powai on future of typography
Itu speaks at TypoDay (2015), IIT Powai, about his love for letters. The video talks about his tryst with typography, some of his type projects over the years and a few ideas on the future of this art.
Physique Part 2: Is Your Brand Physique a Constraint or an Asset?
For many product categories, a brand’s products leave a deep, indelible imprint on the mind. I call it ‘physique’, drawing upon similar usage in the literature . It is a powerful stamp, often a defining one for some brands, more so than its logo or name. Its power comes from our automatic, helpless response to it, which precedes any formal or rational thinking. The idea is introduced more fully in my previous post . Since physique is defining for some brands, it can be…
Physique Part 1: I Like Your Body: The Grip of Physique
First, the news. When Tech Mahindra, Indian conglomerate Mahindra’s engineering and technology arm, bought a controlling stake in the Italian auto design company Pininfarina it was, said chairman Anand Mahindra, meant to address “the increasing design sensibilities of today’s consumers,” for whom “product design will greatly influence customer choice”. Pininfarina already works with Mahindra on… Continue reading Physique Part 1: I Like Your Body: The Grip of Physique
Physique Part 3: Three Escapes from the Grip of Physique
Physique is ‘the mental imprint of a brand’s physical image, as a sensory perception”. Its power comes from its automatic nature, which escapes formal or rational thinking. It’s related to the primacy effect, psycho-speak for the power of first impressions. Once imprinted, it decides whether we ‘accept’ products that don’t fit the ‘physiqual’ mould. If… Continue reading Physique Part 3: Three Escapes from the Grip of Physique
Aurobind Patel writes about Itu and his relationship with graphic design
Aurobind Patel writes for Platform Magazine’s 10th anniversary edition on Itu and his relationship with graphic design. This piece was carried in the Sep/Oct 2015 issue. Aurobind Patel is known for an expertise in graphic design. He has contributed as a Design Consultant for several leading newspapers like India Today, The Daily Telegraph and The… Continue reading Aurobind Patel writes about Itu and his relationship with graphic design
a talk on retail formats, their affect on packaging and the buying experience
Itu joined the International Packaging Conclave as a speaker. He discussed the three purchase formats: general trade, modern trade, and e-commerce. The similarities and differences among these formats, its affect on the buying experience and how it impacts packaging. Here are some selective shots of the presentation and the event.
a talk on the History of Design in India at India International Centre
Itu talks about the history of design in India at the India International Centre, New Delhi. He covered the origin of design in India, the influences of early Indian designers, how design at its essence is ‘thinking that leads to making things’ and how designers today must focus on separating making from thinking. Watch the… Continue reading a talk on the History of Design in India at India International Centre
The synergy of packaging, logos and advertising
Deepak Manchanda from Packaging South Asia interviewed Itu on packaging, brand logos, advertising and the importance of their synergy. Not only was Itu extensively quoted, our work (Haldiram’s Boletos’s pack design and Wild Stone deodorants’ can designs) was also featured twice in his article ‘Hum Logo’, which is about how brand logos and packaging relate… Continue reading The synergy of packaging, logos and advertising