KERALA — 5N / 6D TOUR

A tour package poster has to sell a place and close a transaction in the same frame. Those pull in opposite directions. Sell the place and you want the image to breathe; close the transaction and you need a price, five inclusions, a minimum group size, a validity date and a phone number, none of which can be missed.

The deciding constraint was where this actually gets seen. Most of the audience meets it as a forwarded WhatsApp image on a phone — scanned in a second or two, at a size where a paragraph of inclusions is simply not read. Anything that needs reading rather than scanning is wasted.

The golden-hour canal owns the top half outright. That is the part doing the selling, and cutting into it to make room for commercial detail would have cost more than the space was worth.

Price is set as the single largest element in the frame after the headline. On a forwarded image the price is the first question and there is no reason to make anyone hunt for it.

The five inclusions — hotel, houseboat, meals, private transfers, minimum group size — are icons, not a list. A scanned image gets looked at, not read, and five marks register in one pass where five lines of text register as a block of grey.

The validity date sits in the footer with the call-to-action, so an expired offer is unambiguous rather than something the agency has to explain on the phone.

A poster that resolves at thumbnail size and still carries every commercial fact in a single pass. Delivered as a social post, a WhatsApp broadcast card and a print flyer — each composed for its own placement.

Three days, in Photoshop and Illustrator.