| frequent publications. Creator was tasked with improving the communication of this essential information and particularly improving its accessibility. The new Bus Service Change Information had to be condensed into a six page DL leaflet and production costs had to be reduced by up to 20 percent.
The Design
Creator’s new leaflets function efficiently even when racked, displaying the essential information on the outside page. By establishing a clear grid, the information hierarchy is consistent and easy to follow – details of the route, changes and dates of changes, are set out legibly and consistently. Road maps have been replaced by linear route maps, which include the average time between stops, and the old-style timetables have been superseded by more compact ‘frequency charts’. The font size has been standardised to 12 point, breaking away from previous leaflets where the font size dropped as low as four for some information.
The Results
Reducing print costs by around 26 percent and artwork costs by 50 percent, the new Bus Service Change leaflets are saving Transport for London around £225,000 per year – more than enough for a new Citaro ‘bendy bus’. Additionally, feedback from consumer research indicates that 65 percent of passengers find the new design easier to read, understand and use, attracting more consumers to an increasingly accessible network.
Judges’ Comments
Sara Deeks, Brand Strategy Director, Barclays Bank described the new leaflet as ‘Great! It’s easy to see how design has affected usage’. Sarah Stein, Orange SA believes Creator’s work was a ‘simple and effective design solution resulting in great efficiency savings and customer clarity’.
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