2. Mixmaghave managed to create and maintain brand
identity and maintain a link throughout each issue of their
magazinethrough their repetitive use of layout within their
contents pages. Although each contents page is different
or unique in some way, they all look very similar; this is
because through use of repetitive layout, they have set
up and maintained their own conventions (i.e. sections,
articles introduced with title and brief introduction, a
combination of text and image, page numbers alongside
images, brand identity of the mag sustained through
stylistic features like font and colour).
Firstly, where the main image is placed is a key factor in
their similarity; with the exception of two contents pages,
the main image tends to be placed on the left hand side
of the page; this is to catch the readers eye as it is the first
thing they will see when they open the front cover. This
may attract them to a certain feature which also
appeared on the front cover and so it may also be for
convenience purposes. The main images are also all very
similar; apart from the sixth contents page (which features
a woman in shorts posing with a wall behind her) as they
are all images taken in a party type setting, and they also
predominantly feature partygoers (apart from the one
stated before and the third which features Will.I.Am and
Fedde Le Grand) and so the way in which the pictures
are very caught-in-the-moment along with setting and
mise-en-scene, creates a very party/rave feel to the
magazine, which the readers can relate to as they too will
have been in this type of setting. Also, the fact that
Mixmagfeatures and includes real people that are similar
to the target audience will make the readership feel
3. ‘included’ and like they can relate to the people
featured in the magazine as soon as they open it.
Another feature which is common amongst nearly all the
main images is that they feature women; some are
presented more provocatively than others, however, they
appeal, to the males in the audience, especially as they
are all pretty or scantily clad or in a state of euphoria.
Within all the contents pages, there is no main headline or
title that would be common in magazines such as NME. It
simply has ‘contents’ in a display font at either top left or
right; this is so it goes with the simplistic layout of each
contents page and also as it will leave the reader
ambiguous as to what is in the magazine – they will want
to see for themselves what is in the magazine and wont
be able to know until they read it. It also reinforces
Mixmag’s trendy and cool image; they don’t use tacky
gimmicks or make a really obvious effort to draw in their
readers. In the same way, instead of having a huge big of
text on their contents page which signals where a main
article is, they have a large number in a different display
font at the corner of the main image.
Almost all text which appears on the contents pages is
also in acolumn/list type format, which reflects the design
of the magazine (inside Mixmagit is very textual, and text
tends to be set out in columns). It helps to maintain and
reinforce brand identity, and also reflects the mature,
cool nature of the magazine. By keeping the contents
page’s text in a column layout each week, the reader will
feel as if they recognise and know the magazine and will
also know where to look to find certain articles.
4. Although the contents pages are all very similar, they do
differ in some ways. For example, the majority have a
black background to reflect the nightlife that is
associated with dance music, however, three of the
contents pages instead have a white background; this
could be due to a revamp Mixmag had in 2006. However,
it also shows how Mixmag has evolved as a brand identity
– their contents pages that are more recent mesh more
with the magazine and look very polished and
professional. The black background helps to keep in line
with colour schemes whereas before hand, the white
background with black text and a yellow ‘contents’ title
made it look slightly tacky and out of place.
Another feature which differentiates the contents pages is
smaller images; Mixmag don’t tend to feature any of
these on the front cover which helps to maintain their
cool and trendy image. However, they do appear on
some of the contents pages, which suggests that Mixmag
isn’t afraid to break conventions and likes to switch up
their style sometimes, just like their readers. The use of
more images within the contents page also helps to make
the first page of the magazine more visually appealing
and makes it more attention grabbing and interesting.
