FMP evaluation in full.

1. Evaluation
Lloyd Goddard

2. Production Process Evaluation

3. Research
• Throughout my research I researched, existing products (magazines etc.), audience, and some
practical experiments. All of these have massively helped me when it came to producing my
magazine; aesthetics within previous magazines and target audience allowed me to figure out
my own style and aesthetic.
• To start off my research I had a look into some magazines with similar aesthetic qualities to
what I would like to have in my own magazine. Magazines such as i-D and Dazed helped me
massively when it came finding a theme and sourcing an idea. The image styles and
minimalistic layouts featured throughout played a major role when it came to producing my
first double pages as I aimed to make the pages as minimalistic as possible with little writing.
This would allow the images and photographs featured in my magazine to be the main sight of
the page making the reader become more engaged. Another strength that came out of
researching into existing products was the type and style of photo I would use. This inspiration
came from when I looked into Mitchell Bradshaw's youth culture photobook “kids” which was
completely shot on film and captured the lives of the youth in South London. After looking into
this book it influenced me to shoot the entirety of my magazine on film which I feel gave it its
own unique twist that’s slightly different to other magazines at this current moment in time.
• When it came to weaknesses in my existing product research I would say figuring out a price
for my magazine was a difficult task. I feel this was due to the fact that within the magazines I
researched the price varied from cover to cover based on the target audience. For example i-D
magazine is a the lower end of the spectrum with a price of £3.50 per issue, whereas Dazed
mag has a much higher of £6 per issue. With both of these magazines having similar target
audiences to mine it left me struggling to source a price for my own mag. Stuck wondering
what price to go for, it left me doing some more research into other magazines targeted at the
youth. After discovering the photobook “kids” also had a lower price, I decided to go for the
lower price of £3.50 for my own Magazine.

4. Research
• Secondary and primary audience research played a key role and was a huge help when trying
to find information about my target audience. Discovering specific activities, fashion trends
and music influences gave me a greater idea of the culture within the youth and helped me
aim my magazine at them. The first part of secondary audience research helped me select
outfits for my models within my magazine. I looked into certain fashion trends within the
youth, learning about the current ”y2k” fashion scene that has made a comeback allowed me
to select certain brands and items of clothing that would feature in double page spreads. This
massively helped me aim my project at my chosen audience; the youth. After this I needed to
research into the activities of the youth. To help me with this I looked into the artist, Mitchell
Bradshaw, specifically his small audience. He targets his work at the rave and skate scene
within the south. With finding out some knowledge on this subculture I was able to plan out
my photoshoot locations more specifically. Finding locations and places within Leeds gave me a
massive head start when it came to shooting. It meant that I was able to head straight to the
shooting location rather than spend and waste time roaming around looking for somewhere to
shoot. When it came to primary audience research I created a questionnaire to send out to
creative youth/teens. The feedback generated from this was a great help. Some of the
responses I received allowed me to promote an up and coming brand and artist, which both
featured in my magazine. Once finding out about these individuals it meant I could then
conduct a more in-depth interview to gather information about them and what they do. One
thing I would change in my primary audience research would be to have asked a wider range of
questions. The responses I got were very helpful but only when it came to planning the
project. This left me slightly stuck when it came to producing my magazine. Trying to figure out
style/aesthetic to keep throughout was a struggle especially when it came to fonts etc. did my
audience want to see a more formal or informal look? In the end I opted for a more formal yet
minimalistic look throughout.

5. Research
• In the next part of my research I conducted some experiments. These included shooting a roll
of film as well as shooting some photos with a fisheye lens; both of which were potential
techniques I would use when doing my photoshoots. After getting my roll of film developed I
decided it would work perfect for the magazine. Before doing this experiment I wasn’t fully
sure if film would be a good option to use for the final product. After receiving back the photos
I decided the colours and the way the film looks would work perfect in my magazine and give it
a different look to if I used a dslr camera. My second experiment focused more on photo
manipulation and colour rather than the photo itself. I shot all these photos with an attachable
fisheye lens and reduced the hue to create the red filter. Despite this experiment turning out as
intended I decided against using this technique. This is due to the fact I felt as if the tone and
colour of the shots would contrast the tone and colour of the film photography. To improve
this section of my research I could have potentially done more experiments that included more
digital editing techniques that could help me when it came to producing my front cover. This
would have given me a rough idea of what my cover could potentially look like so when it came
to producing it I would have a head start.

6. Planning
• To start of my pre-production I created 4 potential cover designs using a range of different
techniques and fonts. The first I kept minimal with a simple text and issue number with the
second taking inspiration from the photobook “kids” featuring more of a scrapbook style.
Having tested out certain techniques to use on the cover of my magazine it left me with a
much greater idea of how I would produce my final product. After testing out multiple
techniques I decided to use the minimalistic look with simple font and boarder so the main
image doesn't lose its spotlight.
• Another strength within the planning stage of this project was my colour scheme planning.
For this I took my mood board and colour-picked 5 samples to work out the tones of certain
film photos. Working out the tones allowed me to select a font and page colour. Due to
colours been much warmer I chose to make my font colour much bolder sharper colour.
• The planning of my budget was key when it came to doing a photoshoot. Adding up various
prices such as rolls of film as well as film development was necessary. Having worked out the
price it allowed me to work out how much I would need to save before I could go out and
shoot. If these prices were not worked out I could have potentially missed the production
deadline due to not having vital photos developed.
• Another helpful section of planning was the resources/equipment list. Having a list of
equipment/props acted as a checklist before I would go out to shoot. The list allowed me to
make sure I had everything I needed before I went out on a shoot; avoiding been stuck at
shooting location with missing props or camera equipment.

7. Planning
• A weakness to this section of my fmp would be my production schedule as I didn't’t fully stick
to it. Due to some parts of production not going to plan this schedule wasn’t used to its full
potential meaning there was parts of my production where I was stuck with not much to do
or too much to do. As well as this, another issue I had with this production schedule was the
fact its very brief, I feel if I was to add more detail and more specific tasks my production
would have ran much smoother and had a more successful outcome. Another flaw in my
production schedule was that it had only been planned out for two full college days meaning
the rest of my time was spent editing my other pages without a plan or any sort of guidance.
• A minor issue within my planning was the outfits. A lack of communication with one of the
models meant I didn't’t know they had sold an item of clothing I wanted them to wear.
Having spoke to the model on the way to the shoot meant we could overcome this slight
issue by finding a similar pair of jeans for him to wear that wouldn't massively impact the
shots or photoshoot. Despite overcoming this issue it meant that this certain outfit
wouldn't’t appeal to my target audience as much as I would have liked it too. After realising
this I changed the shoes in his outfit to stand out from the rest of the outfits featured. I feel
the rarity of the shoe overcame the fact the jeans didn't’t appeal to the audience as much as
I'd have liked to.

8. Time Management
• Overall I would say I would say my time management was successful. I managed to meet all
deadlines and keep up to date with tasks handed to me. This is evident in my pre-production.
When starting the pre-production slide I said to myself I would like to get it completed with
time to spare to get a head start on my production. With this in mind I managed complete
the pre-production in full with a week to spare. This was very helpful as within that week I
had spare I managed to complete 2/3 photoshoots and started to plan out my front cover.
This spare week also gave me time to take all of my film shots and get the roll developed
ready to start editing together my magazine.
• Throughout my whole production I kept up to date with deadlines and managed to get my
magazine complete within the time set as well as giving me a few lessons to spare. These
lessons I had spare gave me time to go back through previous work and make adjustments
and overall improvements to help improve my work.
• If I had more time to produce this project I would have shot more stuff on film and maybe
produced another page. I feel this would have filled my magazine slightly and make it feel
more like an actual product. If I were to go back and change parts with extra time it would
have been my mood boards. The ideas featured in a few of my mood boards didn't’t make it
too the final edit purely due to the fact I felt they wouldn't’t fit the theme. If I could change
or re-do my mood boards I would change them so they reflect my final piece and also give
me a helping hand in producing it.

9. Technical Qualities

10. • When it came to comparing my own magazine with another I decided to compare it to a
‘Dazed’ magazine cover as they both share the same younger target audience.
• To start with my own magazine, AF Archive, I decided I wanted to make the cover
minimalistic with a simple title followed by he names of people featured in the magazine.
When it comes to fonts I opted for a bold font to make sure the name of the magazine is
known and would draw attention from the passing viewer. As well as this I have given the
title a boarder just to give the title that extra pop. In contrast, Dazed magazine’s title features
no border but a much brighter colour for the title to draw attention. Similarly, Dazed also
features very little text but a title and names of those featured. I feel this allows the viewer to
interpret the magazine from the photo rather than words. Even though, text wise, AF Archive
and Dazed are very similar; Dazed features a tagline. The rhetorical question “Do you believe
in magic?” evokes the viewer to question themselves possibly making them want to read this
specific article.
• Despite both covers featuring the same portrait style photo they have both been shot on
different type of cameras, creating a contrast in colours etc. The cover photo on AF Archive
was shot on a film camera meaning the photo has a much warmer tone as well as slight grain.
In comparison, the dazed magazine cover appears to have been shot on a dslr camera and
had some form of colour grading applied to it. I feel the dlsr camera makes the image much
sharper capturing more detail which is fitting for the modern day magazine.
• Another similarity within these two covers is the colour schemes. Despite them both been
two different colour schemes they have both managed to colour match the cover image and
choose an appropriate scheme, making the cover have an overall much more professional
look.
Technical Qualities

11. Aesthetic Qualities
Throughout the entirety of the magazine I would say aesthetic and editing wise this is my most successful. Starting off with one of
the strongest elements, the photos, perfectly captured the the brands t shirt. With the creator of the brand been not too keen on
camera I worked around this by getting him in different poses which would hide his face. When I couldn't figure out a pose for the
model I edited a blur effect over his face. The brands logo over-layed onto the image had to be digitally edited into a transparent
image to allow the overlay; which I personally feel is one of the strongest elements to the photos. Another strong point I feel is
successful is the interview page layout. I love the fact the bodies of text work their way around the photo. Not only does this look
good I found it effective when I had issues with not been able to fit another image onto my page. A much weaker part to this page
which if I could improve would be the page colour. There is no common running theme throughout this page. I feel this is due to
the images not having no bold, eye-cathching colours to pick out and match as a background colour. With this in mind I opted for
a cool grey colour as I feel it is similar to the black on the t-shirt if I could go back I would have shot the images at a location with a
bolder background to allow me to have a matching colour for the background of this page.

12. Audience Appeal
When looking back through my responses from my questionnaire the majority of people when asked “Does the fashion included
in a magazine inspire or intrigue you to read?” the majority of people said they enjoy seeing the brands and clothing they like in
a magazine. With this in mind I aimed to feature specific items of clothing within my first double page in order to cater for my
target audience - the youth. Items of clothing such as Evisu jeans and air max 90 ‘infrared’ trainers were a necessity when
creating this page due to the popularity of these at the moment within the youth. Another ‘on trend’ topic at the moment is the
resurrection of shooting on film. After seeing responses from my audience stating they prefer to see photography in a magazine I
took this opportunity to shoot on film as well as featuring a current trend as well. I felt the combination of current fashion,
photography and camera trends was perfect when it came to appealing to my audience and hopefully brining in more attention
and viewers to the magazine.

13. Peer
Feedback

14. Feedback 1
• What did you like about the product?
• Really liked the photographs in the ‘uni livin’ section and the
overall style and editing of the magazine. As well as this I liked
the way you used the scrabble pieces to spell out the
magazine title on cover photo.
• What improvements could have been made to
the product?
• One improvement I would make could be to make the text in
the last page more descriptive to make the page more
engaging for the reader.

15. Feedback 2
• What did you like about the product?
• Loved the photography. I think the attention to detail was
really well thought out in terms of location, outfits,models
etc. the film photos turned out great and really added to the
urban themes of the magazine.
• What improvements could have been made to
the product?
• Personally I think there could have been more done in terms
of the interview sections, there's so much depth in the lives of
young people that could have been explored; another page
added could have taken “Af Archive” to the next level.

16. Feedback 3
• What did you like about the product?
• I really like the simplicity but effectiveness of the front cover, and
you have captured modern youth culture very well through the
style of the photos as you can clearly tell they have been taken on
some sort of film/disposable camera, and the different colour
scheme for each page feels like it should not work as there isn't a
running theme, but it does work very well.
• What improvements could have been made to
the product?
• In terms of improvements, I think the contents page and the first
double page spread could have more writing as they feel a bit bare;
even though the images do fill the page I think a bit more writing
would have finished the magazine off perfectly.

17. Peer Feedback Summary
• What do you agree with from your peer feedback?
• As far as the feedback goes I agree with it mostly. I fully believe I should
have added more text onto the first page or even maybe an interview just
to bulk out that specific page a bit more. The majority of the responses
picked up on the fact the entirety of the magazine was shot on film. For
me, I would say this would be one of the strongest elements In my
magazine as I feel it adds that certain raw edge to it that most magazines
don’t usually capture
• What do you disagree with from your peer
feedback?
• Throughout my feedback there wasn’t many aspects to it I didn’t agree
with. Despite this one I didn’t agree with was on feedback 1, it stated
“make the text in the last page more descriptive to make it more engaging
for the reader”. I personally disagree with this statement as I fell the last
interview page most definitely contained the most interesting points,
questions and answers.

18. Peer Feedback Summary
– As far as the feedback goes I agree with it mostly. I fully believe I should have
added more text onto the first page or even maybe an interview just to bulk
out that specific page a bit more. The majority of the responses picked up on
the fact the entirety of the magazine was shot on film. For me, I would say this
would be one of the strongest elements In my magazine as I feel it adds that
certain raw edge to it that most magazines don’t usually capture
– Throughout my feedback there wasn't many aspects to it I didn't agree with.
Despite this one I didn't agree with was on feedback 1, it stated “make the
text in the last page more descriptive to make it more engaging for the
reader”. I personally disagree with this statement as I fell the last interview
page most definitely contained the most interesting points, questions and
answers.
– If I had the opportunity to go back and change parts of my magazine I would
most definitely interview the students featured in the first page. I feel this
would’ve bulked out that page that bit more and created a much more
engaging page for the reader. Another thing I wish I could've done would to
have shot more photos on film and maybe even have potentially added an
extra couple double pages. I personally think doing this would have made the
magazine feel more like a magazine with much more pages and content to
read rather than it feature 3 double pages with only two interviews.