Society relies on the media as a machine for distributing the stories of our lives to the broader public. Journalists, photographers and writers all take part in providing subject matter, but how many readers consider that the presentation of all this information can tell a story of its own?
Social conditioning means that society responds differently to the messages broadcasted in the media. It is more than the values that are past down by each generation or our education and religion; we now have the constant exposure to different forms of modern media where brands themselves now have their own level of emotive generators.
With all of the ‘noise’ in the media today, how do we filter which communications we direct our attention to? It is the role of the designer to present information using design codes that audiences respond to aesthetically. Using design elements such as space, type, image, colour and materials visual communication design can be prescribed to specific demographics.
The contents of say MAD Magazine, Marie Claire and That’s Life! will all vary greatly and so too should their visual presentation.
Image Source: http://www.madmagazine.com/blog/2013/11/27/mads-miley-cyrus-mad-20-cover
“Mad’s primary readership demographics are 10-14 years and secondary group 15-18 years with 70% predominately male.”[1] This covers speaks to this generation with its playful cartoon art. It satirically illustrates Miley Cyrus’ infamous over-sexualised performance at the MTV music awards, accompanied by Alfred E Newman’s head superimposed onto the body of (what should be) Robin Thicke. MAG Magazine’s design codes are unique to many other publications as its contents are mostly comedy-based. Whilst the contents may vary month-on-month, loyalty for publications comes from the consistency in design that readers expect from their favourite magazines. Along with the infamous ‘face of MAD Magazine’, Alfred E Newman, imagery is generally presented in an animation style to represent a current topic of interest. The magazine title rarely moves position and there is generally one major headline per cover.
Image Sources:
http://laughingsquid.com/mark-zuckerberg-of-facebook-on-the-cover-of-mad-magazine/
http://www.madmagazine.com/blog/2012/12/05/the-mad-20-dumbest-things-of-2012-cover
When you look at the cover of popular women’s magazine, Marie Claire, the target market clearly shifts. The focal point is generally a famous female (i.e. a model, actress, singer). There are several feature article headlines, which are positioned around the central image and the magazine title sits consistently in the same position for each edition.
Images Source:https://www.pinterest.com/marieclaireau/marie-claire-covers/
Dr Keith Robertson discusses the differences between Pro-aesthetic design and Anti-aesthetic design in his article, Sh*t design: an exploration of the aesthetic in graphic design.
Whilst aimed at a different target markets Marie Claire and MAD Magazine both practice some of the cardinal rules of good (pro-aesthetic) design layout – with a ‘less is more’ approach to their covers. The design elements are addressed in the following fashion:
- Type: Limited approaches to text styling with regards to colour, typeface and sizes. It aims to work in harmony with the layout – as opposed to demanding attention.
- Image: One studio quality feature image (or animation for MAD Magazine). High-end fashion magazines often use a figure of aspiration to promote luxury goods.
- Space: fluctuating grids, wide margins, clear hierarchy of the selected key magazine headlines and ample white space surrounding page elements
- Colour: Restricted to one to two different colour applications that compliment the feature image
- Materials: good quality printing of high-resolution imagery on superior paper stock
In contrast, That’s Life! Magazine goes against many of the best practice design principles. It is aimed at a working class demographic and the magazine cover appears to SHOUT a myriad of headlines with an over styled anti-aesthetic approach.
Image Source: https://www.isubscribe.com.au/Thats-Life-Magazine-Subscription.cfm
Each edition approaches the design elements in the following way:
- Type: An array of different text styling applications with regards to colour, drop shadows, typeface and sizes. There is little hierarchy with many competing elements.
- Images: Low quality photography, one feature image surrounded by multiple inset images with little consideration for aesthetic harmony. The photographs usually depict everyday characters that interact with a working class demographic.
- Space: Crowded layouts, static grids, narrow margins and lack of white space surrounding page elements
- Colour: Overuse of colour which is used to demand attention – rather than work harmoniously with the composition
- Materials: mass-produced mid quality printing on low quality paper stock
Whether a magazine encompasses good… or Sh*t design, it is clear that design codes are considered and changes to design should be integrated conservatively and gradually. Consumers anticipate certain visual styling to reflect the subject matter and the key is consistency.
“It is important that designers more fully understand the social meaning of their activity and the industrial contexts of the media that are their carriers.”[2]
References
[1] Nextmedia.com.au, (2014). Nextmedia – Mad Magazine. [online] Available at:http://www.nextmedia.com.au/mad/mad-magazine.html [Accessed 16 Dec. 2014].
[2] Robertson, K. (2002). Sh*t design: an exploration of the aesthetic in graphic design.
Beale, S. (2011). Mark Zuckerberg of Facebook on the Cover of Mad Magazine. [online] Laughing Squid. Available at: http://laughingsquid.com/mark-zuckerberg-of-facebook-on-the-cover-of-mad-magazine/ [Accessed 16 Dec. 2014].
Isubscribe.com.au, (2014). That’s Life! Magazine Subscription :: iSUBSCRiBE.com.au. [online] Available at: https://www.isubscribe.com.au/Thats-Life-Magazine-Subscription.cfm [Accessed 16 Dec. 2014].
Mad Magazine, (2014). MAD’s Miley Cyrus “MAD 20″ Cover. [online] Available at:http://www.madmagazine.com/blog/2013/11/27/mads-miley-cyrus-mad-20-cover [Accessed 16 Dec. 2014].
Mad Magazine, (2014). The MAD 20 Dumbest Things of 2012 Cover. [online] Available at:http://www.madmagazine.com/blog/2012/12/05/the-mad-20-dumbest-things-of-2012-cover[Accessed 16 Dec. 2014].
Nextmedia.com.au, (2014). Nextmedia – Mad Magazine. [online] Available at:http://www.nextmedia.com.au/mad/mad-magazine.html [Accessed 16 Dec. 2014].
Pinterest, (2014). Marie Claire Covers. [online] Available at:https://www.pinterest.com/marieclaireau/marie-claire-covers/ [Accessed 16 Dec. 2014].