Drawing
Colour on charts that must survive a photocopier
Brand orange looks handsome on a screen and vanishes on a corridor printer in Kutaisi. Draw for the copy that will actually be passed around.
Clients sometimes ask that the charts match a brand pack: a muted orange, a cream, a black. Those colours sit well on our sheets. They do not always sit well on the copy made later in another office.
A pale orange bar beside a cream background will disappear when someone photocopies the page before a bank meeting. A thin grey line becomes a rumour. The desk therefore draws with a second language: hatching, dotted lines, and labels written on the bar itself.
If a channel must keep a brand colour, we still add a pattern. Radio might be orange with a diagonal hatch; outdoor the same orange with dots. On a colour printer they look related. On a black-and-white copy they remain distinct.
Legends that live only in a corner are a hazard. A finger cannot find them in a hurry. Prefer a label at the end of the line. Prefer a title that states the claim: “Weekly spend, radio and outdoor, January–March,” not “Overview.”
Giorgi tests a set by making a grey copy before binding. If a slice vanishes, the drawing is not finished. That habit has nothing to do with fashion and everything to do with the corridor printer you do not control.