The document discusses the design choices made for a magazine flat plan. It describes choosing a darker purple color based on feedback that it would be more gender neutral than lilac. It also explains using mid-shots on the cover to create a personal connection with readers and make them want to buy the magazine. A range of studio and live shots are used for the contents page to showcase the magazine's variety and appeal to more of the target audience. Photographs are selected for the double page spread to interact with each other and feel connected.