Behind the scenes in the creation of an eye-catching textbook

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The design of Marketing: Theory, Evidence, Practice was a labour of love for the creative team behind the textbook.

Graphic designer Nina Heryanto conceived the striking illustrations on the book’s cover and its chapter opener spreads, which feature everyday consumer items, from toothpaste to chip packets.

In a testament to the quality of its design, Marketing: Theory, Evidence, Practice, written by marketing guru Professor Byron Sharp, is among the books to feature in the Australian Book Designers Association’s (ABDA) illustration showcase. The ABDA showcase series celebrates the best of Australian book design, with each focusing on a particular element, from illustration to photography.

Nina said the team at Oxford University Press had worked closely with the Ehrenberg-Bass Institute, of which Dr Sharp is Director, to develop the textbook, ensuring its appearance reflected its high-quality, accessible and engaging text.

The designers started by developing a mood board to determine the look and feel of the book, then produced cover design concepts, from which a few were chosen for further developments and considerations by the rest of the team.

“A team of about six designers were involved in the project over two years, with some direction from the institute. We created a logo, which we used in illustrations of everyday products.

“The clean design of the logo set the tone for the rest of the book,” she said.

“It also reflects the emphasis on fast-moving consumer goods – everyday purchases and items that are familiar and accessible.”

The generous use of original illustrations, both on the cover of the book and on the chapter pages throughout, offered a rare opportunity for Nina and the design team.

“It was intense, but fun, and it’s quite rare to have the chance to create so many illustrations because it is so time-consuming. Illustrations really suited the subject, given that marketing is a creative industry.”

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Nina also took into consideration the audience for the textbook, which was aimed at first year university students.

“We wanted it to look sophisticated and accessible, but not childish or too upmarket.”

Nina has worked for Oxford University Press for the past four years, working at Pearson education after completing a graphic design degree.

She said that she continued to get a buzz out of holding the finished product in her hands.

“This book was a labour of love, not just for me but for everyone involved. It really was a team effort, from the publishers to the production controller.”

Marketing: Theory, Evidence, Practice by Byron Sharp

 

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