Trashion was described to us as a fashion/culture magazine that is based within the alternative scene. It focuses largely on creativity, especially within vintage fashion, whilst also taking hold of the ‘make do and mend’ trend that is one the rise. The target audience is mainly 18 – 30-year-old females, with an emphasis on university students and graduates that enjoy the arts and culture. This was the basis that we were given, along with a few images and articles, and from this we had to create a Trashion magazine that would be appeal to this audience.
The first part that we had to do was develop a ‘house style’ that would be present throughout our magazines and would keep our branding consistent. The first factor I decided on was the masthead of the magazine. For this I decided to instantly choose a serif font, as I wanted to achieve a high class and professional look, that is stereotypical to this genre, whilst also appealing to the fashion-based audience. I tried several out before I came across ‘Goldoni’ on http://www.dafont.com. I used this for the reasons above, whilst also believing that it went well with the image I had sampled on the front cover. Following on from this, I went on to decide to use this for the majority of my headings, as this would allow me to create and maintain a branding for the magazine that would be recognisable.
Following on from this, the other fonts that I had to decide on were the subheadings, pull quote and body text fonts and weights. For these, I wanted to provide a clear contrast between article itself and its title, so I chose to use san-serif fonts to show a clear difference between the serif title. The sub-headings and pull quotes are created using ‘Homizio Nova’, which is very thin, clear, and gives a modern feel. Although the idea of modern concept goes against the vintage aesthetic, it brings together the idea of mixing the new generation with the old, vintage age that they are trying to connect with. Therefore, in this case, I believe that the font works effectively as a metaphor for the audience. Additionally, the choice reinforced the contrast I was aiming to create between the types of text. The main text is in the same font, as I really enjoyed the aesthetic it created when paired with the headings. I also decided that the colour for the main body of text would be a solid black colour to make it stand from the backgrounds I was considering, whilst also maintaining the clarity of the text, so that readers wouldn’t struggle to read the main content of the magazine. I also kept the standard 9 – 11pt font throughout the text, so that it was big enough for the readers to read, whilst also ensuring that it filled the page in a visually appealing way.
However, this meant that the subheadings didn’t really stand out from the rest of the text, so I then decided to change the font size, weight, and colour. I used either a red/pink (red 75%)/green colour throughout the magazine, to maintain consistency in my colour palette, whilst also making them standing out from the frequently used white or light coloured backgrounds. It also meant that the it was different from the standard black text that was used in the main body. The main reason I chose these colours, however was due to the fact that they were colours that frequently featured within the images I had selected for the articles. Therefore, this would make them work cleverly with the images to create a nice colour balance on the page. Furthermore, the weight I changed to bold, to make them bigger and stand out more, and the font size I increased to around 20pt. All the changes worked well to create the contrast previous mentioned, whilst also making the whole page more aesthetically pleasing and interesting for the consumer to look at.
Another part of the house style is the colour palette. For this, I didn’t really plan this out, as I wanted to experiment as I went along to see which colours did work and which didn’t. As previously mentioned I decided upon the font colours due to the images I had used. The main background colour used is white, as I believe that this colours make it easy for images and texts to stand out and be clear to the reader. However, occasionally I did use a very light and soft pink (that is almost white) or a very light, off-white/grey to make the pages more appealing. By adding a tint of colour in the background, in places, it filled the article out more, whilst also reinforcing the theme of the page, whilst also being light enough to make the content still visible and clear. From this we can note that the final palette included black, white, grey, pink, red, and green. These in turn, included colours that don’t necessarily work well together, but when these are separated and used in relation to the images within the articles, they are able to create a consistent, coherent, and soft palette that would appeal to females, especially those who are interested in vintage fashion. They are relatable colours for this area of the industry.
Furthermore, the layout of my magazine pages is very varied. For my house style, I did use guidelines of 3 columns with 5mm gutter as a basis for the layout. However, I didn’t want every page to be the same, as I wanted the articles to promote the creativity that the company is about. To do this, I tried ‘breaking the grids’ to create different and interesting styles, that would make the articles more stimulating. This included, on pages 6 – 7, having the texting being freely placed over the pages, outside of the grids, to make the instructions included more fun and less regimented, whilst also maintaining the flow that was needed for them to work. It wasn’t only text that I used to do this, I also used images for a similar effect, by having them either take up an entire page or simply take up the left-middle of the page (page 3). Therefore, I believe that doing this did create an image for the brand that would fit in within the ‘alternative scene’. Whilst on the topic of images, it important to note that throughout the magazine, the opacity setting is set at 90% to give a washed out/faded look to give an authentic and vintage look, that is specific for the audience and what appeals to them.
As a whole, a mixture of these features were used throughout and in different ways to create a distinctive style and brand for the magazine that helps to appeal to the target audience. It does this by coming across as alternative, whilst at the same time as being professionally, classy, and gives the impression of a fashion magazine. I believe that personally the fonts play a big part in creating this image, but additionally the images are very appealing towards to audience in the way that I have manipulated them in size and the use of the opacity tool.