Friday, 16 September 2016

MAGAZINE COVER the masthead

The single most important detail of any magazine cover is the masthead, as this is a consistent representation of the BRAND. From month to month nothing will change (size, position, font etc) other than possibly the colour to fit with that month's main image.

When considering mastheads you have to think about:
  • position: along the top (think about newsagents and how they're displayed)
  • size: usually the largest text on the cover (again, think about how they're stacked on shelves)
  • colour: brighter colours work well for younger audiences, darker or duller colours are more likely to appeal to an adult, mature (older) audience. Gender can be a factor too (pink...)
  • font style: handwriting styles typically target a female audience; serif fonts (like this one) may signify or connote an older, sophisticated audience; bubble fonts (thick lettering) work well for younger audiences, though might be necessary for older audience if the title is a short word!
  • case: upper case (capitals) typically indicates older, though Sentence Case can be seen as elegant and suiting a sophisticated, wealthy audience. Using ALL lower case can be seen as informal; this and MiXiNg CaSe is unlikely to appeal to an older audience,  lead us to the point below...
  • breaking rules of grammar: intentional mis-spelling, slang, shortened words ... all will help appeal to a younger audience: eg Old Skool; Lux (for Luxembourg)
  • graphic element within the word/s: the dot of the i is often targeted for a graphic element (eg KiCK! I'd use a football for the dots)
  • length of the name: you wouldn't use a long name for a youth magazine; if you do, you're limited in the size of your font
The RiDE example:


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