The conventions and style of Mixmag magazine are designed to portray an exciting and fun vibe that matches the lifestyle of its target audience of electronic dance music fans. The curvy masthead font and inclusion of a vinyl icon convey this scene. Interactions between elements like photos and headlines further reinforce this tone through humor. The laidback language on the covers aims to be accessible to average readers interested in EDM culture and nightlife. Color schemes and vibrant fonts are used intentionally to draw attention. The overall chaotic yet structured layout of graphics, images and text creates a party atmosphere feel aligned with EDM culture.

1. NE
ZIY
GACOP
A EN T
M TU D
S
RU
ST
ON
C
ON
TI
C

2. S RS
ONCOVE
TI ONT
ENON FR
NVU GET
CO YO
T
HA
W

3. 1. Masthead
8. Selling Line
or Banner
Web-links?
Ears?
9. Tagline
2. Kicker
3. Cover Line
10. Feature
Article Photo
11. Headline
4. Secondary Lead
12. Anchorage
13. Flash
5. Plug
6. Graphic
Feature or
Puff
7. Caption
14. Menu Strip
15. Bar Code
16. Date Line

4. CONVENTIONS NOTES
The masthead of mixmag implies and portrays an exciting and fun vibe. The curvy style
font is similar to the sorts of ‘Comic Sans’ which is widely used as an informal font,
this is as ‘comic sans’ was originally used for the text in comic books and is why the
font is portrayed as fun. The masthead also includes a circular icon above the i, the
dot is made to look like a vinyl, something that DJ’s use on their decks whilst
producing music. This is used so the reader again knows what the magazine is about
and it adds relevance to the magazine logo and its content.
The interaction between these two components ties the two together. For example, the
mixmag copy I used before to show the different magazine components hosted the
interaction. The feature article photo was a picture of David Guetta and the anchorage
said ‘Guetta load of this’. This showed the reader the comical and fun side to the
magazine with a play on words and also helped get across that the main feature would
be about David Guetta.
The kicker in the David Guetta copy exclaimed ‘Miming DJs exposed’. This kicker showing
that mixmag would feature a section on DJs that pretended to DJ but just played
tracks, highlighted that the lifestyle and the love of the music for the readers was very
passionate and they would want to know what DJs are doing as they say. Taglines
highlighting the best clubs to go to also suggested that the readers were also very
active seekers of nightlife fun, again showing aspects of their lifestyle.
The most important aspect of almost every magazine is the Headline. After all the headline
highlights to possible readers what that issue is going to be about, and can help
people that haven’t heard or read the magazine before understand what the magazine
is all about and what they can expect to see in it upon purchasing.
The tone of the language on the front of mixmag seems very laidback and easy for
anybody to read and understand. There isn’t really any advanced vocabulary on the
front showing that the magazine is one for the average person that just likes
Electronic Dance Music.

5. GNOVERS
SI ONT C
E FR
D OW
H
E
AR
VE
EI
C
ON
C
D
AN
D
LA
ID
OU
T

11. HOUSE STYLE & DESIGN NOTES
COLOUR – The colour scheme tends to differentiate, but usually if there is a dark background most the issues
feature mainly white text, and if the background colour is lighter(like in the Deadmau5 issue) then the main
text generally is more vibrant in order for it to stand out more.
FONTS – The masthead has remains the same font throughout all the issues I could find. There are different
fonts found on the cover of each issue. The headline was the same font up until the 2012 issues where the
font became more like curved bubble text similar to the masthead. The anchorage however seems to change
with each issue, changing in colour, font size, positioning etc
STYLE – The look and style of the magazine makes it feel like one aimed towards the younger audience as there's
lots going on, different vibrant colours and it all gives off that ‘in-your-face party atmosphere’. The cover
images support the theory massively, there is however different spectrums of the idea, the ‘Festivals are go’
copy looks like a more chilled-out festival vibe whilst the ‘Above And Beyond’ copy supports greatly the ‘inyour-face party atmosphere’ as described before. The magazine tends to use medium close-ups, mid shots
or group mid shots for their cover image, this allows the reader to focus on the artist the magazine will
probably prolifically discuss.
USE OF SPACE – Typically the rule of three magazine sees that the menu strip and covers and kickers are on the
left side. In Mixmag it differentiates a little bit but it tends to mostly be on the right third of the page. The
use of the space is pretty typical but the masthead goes right across the top third instead of the generic
top-left position. The headline also is slightly different from most as it sits in the middle of the middle third
instead of at the bottom of the middle third, this however Is not a very noticeable change. The covers tend
to look structured but slightly chaotic so it still gives the sense of a fun party atmospheric magazine.
CONCLUDE – The magazine is styled and put forward in the way it is to make the magazine look exciting and
packed full of life, much like fans of EDM which are primarily the readers. The magazine covers in my
opinion are well done and suit the style of the magazine and its target audience.