The document outlines the research and decisions regarding font and color choices for a magazine focused on the indie/alternative music genre. It includes feedback on proposed masthead names and font representations, emphasizing individuality, maturity, and visual appeal while also considering audience preferences. Various color schemes are discussed for their psychological effects and aesthetic qualities, highlighting the need for clarity and professionalism in attracting the target demographic.

1. Font and Colour
Choices and feedback

2. Masthead Name Choices
• I researched the vocabulary used in the genre of music I have
chosen - which is indie/alternative. I would like to use a title
that co-operates the culture and style involved within this
industry. On the Wikipedia page of "Alternative Rock", it
reads "By the end of the 1980s magazines and zines, college
radio airplay, and word of mouth had increased the
prominence and highlighted the diversity of alternative rock,
helping to define a number of distinct styles".
• The word "diversity" and "distinct" stood out to me. This
genre often comes across as unique, or even
possibly controversial. I feel that the title of "Diversity" makes
this an enhancement to who the artists stand for, and that this
difference to other genres is important and valued.

3. Masthead Name Feedback
• “The name ‘Diversion’ is interesting as it
suggests the magazine has a focus on music
culture rather than music specifically. This is an
artistic choice and would be attractive to any
reader with an interest in the alternative
connotations."
- Amy, 16

4. Masthead Name Feedback
• “I would read this magazine because the name
appeals to me, a fan of alternative rock. I find it
interesting and appealing as it suggests the
magazine diverges from the norm, and may have
specific features that interest me, a fan of
alternative rock."
- Ryan, 19

5. Masthead Choices
• Font 1: Castellar
• Representation: I think that this font brings the magazine individuality
and expression due to the block capitals of letters (associating the magazine
with being firm and bold) with defined letter shapes and grey connoting
conformity and practicality. This suggests that the magazine may be for
more mature audiences yet can still appreciate the individuality of
'diversion' - standing out from the crowd. It is keeping the exciting aspects
of the magazine hidden from the masthead, in order for the rest of the front
page to bring out the real, reeling content.
• Strengths: I like the capital letters used in a masthead - I think the effect
that it gives is strong and professional. I think that the thin lettering is good
to make the page more elegant and will decrease the likelihood of the page
becoming too cluttered.
Weaknesses: I think that the font itself does not look professional enough
for a magazine cover. It may make the brand look less professional. I do not
like the lines between the letters because it makes it less clean-cut.

6. Masthead Choices
• Font 2: Elephant
Representation: This masthead is extremely bold and striking. The use of
black and white makes the title more mysterious and reserved than most
music magazines, which often use reds and whites. This makes the
magazine stand out from the crowd, similarly to the connotations of the
word "diversion". This therefore links to the chosen music genre of my
magazine, as alternative/indie rock music is conventionally less popular or
conventional to the "ordinary" person - fans of this music often value this
individuality so this title can enhance this passion.
Strengths: I like how this font is bold and confident. I think that this is good
to look for in a masthead - the house style needs to make a good impression on
the reader as it will be the known reputation of the magazine (as it is the same
every time) - this is important and this title can ensure that viewers see the
magazine as edgy, audacious and mysterious.
Weaknesses: There is a chance that this masthead may make the rest of the
magazine look cluttered. I need to be wary of how this font will look with the
rest of the front cover - it may not fit in well due to the chunky style of a black
block.

7. Masthead Choices
• Font 3: Copperplate Gothic Bold
• Representation: This font is influenced by the reminiscent of
stone carving, and uses typical Victorian display types. Overall this
makes the font very unique, clean and crisp. It also makes the font
seem quite historic and intriguing, giving the connotations of
intelligence and knowledge - similar to the knowledge of music
involved in the magazine. I think that the use of colour shows
maturity and relaxation, which is what the audience would want to
have when reading a magazine as a pass-time.
• Strengths: I like the colour of this - I think that it would fit well
with the rest of the page. I think that the font is edgy yet mature,
and the use of black ensures the magazine is striking however it is
only in the typography so it is not over-the-top.
Weaknesses: I think I prefer other fonts in comparison to this
one. It does not seem suitable for a music genre - I think that as a
magazine title, this font would work well however I would want the
magazine to clearly be seen as a music magazine to draw attention.

8. Masthead Feedback
• "I like font 2, because I like the simplicity and
formality of it. It seems iconic, in my opinion. I
think everything is fine, as long as you don't
clutter everything together, because this font
stands out."
- Josh, 16

9. Masthead Feedback
• “I like font three as the contrast between the text
and the background id less stark than the others.
It’s subtle but effective in attracting the attention
of readers and would be clearly recognisable as a
house style to those with an interest in the genre
or this magazine. Overall the font is atttractive to
the eye and there are no colours or aspects which
imply the magazine is invasive."
- Clare, 18

10. Colour Scheme Choices
These colour schemes match the masthead
I have designed and generally are
appealing to the eye as they are soft but
also intriguing. The fact that all colours are
soft and generally similar allows the focal
points to be on the main images without
making the magazine too "in the face" of
the audiences.
Blue/Pink: The lighter colours are
soft and gender-neutral. Having a
lighter colour like these can make
the magazine more relaxing
however I will need to make the
rest of the content stand out to
ensure there is still a ‘wow’ factor.
Red: this makes the
magazine more out-
standing, and the contrast
can be seen as linked to the
‘diversion’ theme. Red
connotes importance – the
content of the magazine
should be recognised as
this.

11. Colour Scheme Choices
• The colour grey can connote coolness and naturalism. It can be related to
dullness or dirtiness, however in cooperation with the other colours, the grey
can bring sophistication to my magazine. Grey is a timeless colour and can suit
any type of design - this means that it is practical for a long-running, ever
changing magazine.
• The white I have used allows space for key information to be clearly noted,
without messy background colours causing distractions or displeasing views. It
makes the magazine seem more organised and professional which is key for
older teenage audiences - it will give them a sense of control and organisation
within their hobbies.
• The colour black is striking and often risky to use. This is why I have chosen it to
be a minimal colour used in my magazine. I will only use black to present
exciting or bold information to ensure the effect doesn't wear off. Black can
connote mystery and strength. Younger audiences that are generally more
alternative would want this mysterious aspect to boost their ego as a person and
within a community of music fans. The black can ensure to audiences that the
magazine is not child-like or immature, and could therefore present some taboo
or sophisticated topics within the magazine. From my research, I found that
audiences want the magazines to present important information rather than
"fun" gossip, therefore the black can show that this is the magazine for them.

12. Colour Scheme Feedback
• "I like the 2nd one the best, because it catches
my attention; I'd be more likely to read a
magazine that stands out. I also feel like the red
contrasts with the other colours, and this could
help separate different section e.g. Article,
images, subheadings. To me, the colour red is
energetic, which could emphasise the excitement
of the music in concerts/festivals."
- Josh, 16

13. Colour Scheme Feedback
• “I like the third colour scheme because it’s
classic but bold. The slight use of colour isn’t
distracting or offensive to the eye, however is
less bland than the first."
- Amy, 16

14. FONT CHOICES THROUGH FRONT COVER
Scruffy, casual, contains youth,
different – stands out to other fonts to
highlight quote.
Possibly not bold enough.
Matches house style from other font
choices, bold.
Unclear that it is a quote – too
rounded and thick.
Matches house style, connotes
confidence and strength.
Too similar to other headings on page.
Typography is elegant yet still bold
and shows passion.
Not bold enough, too similar to the
rest of the fonts on the page to be a
distinct quote or sell line.

15. Chosen Font
• This font can be used in order to make certain
selling aspects of the front cover stand out and
distinguish from the rest of the features.
• It has been used for the sell line of the page, as a
quote from the photographed band – the quote
connotes passion and excitement so this font
continues the exciting theme – it is casual and not
too professional for the lifestyle they are suggesting.
• It has also been used to make the “free posters”
advertisement stand out as a sell line at the top of
the page. It shows fun and youthfulness and
contrasts to the rest of the more “official” fonts on
the rest of the page.

16. Main fonts chosen:
• Castellar: consistent through magazine.
• Elephant: Consistent through magazine.
• Copperplate Gothic Bold: Consistent through magazine.
• Annie BTN: Used for quotes, or to suggest
hand-written aspects to create a closer
relationship with the audience – the editor
is shown to be putting in their personal
best for the communication in the magazine,
in a casual and friendly manner (this
ensures the “social interaction/discussion”
aspect of Blumler and Katz’s theory is
enhanced).
• Script MT Bold: Used for a small quote at the bottom of the page, in order to create
personality and emotion.
FONT CHOICES THROUGH CONTENTS PAGE

17. FONT CHOICES THROUGH DOUBLE-PAGE SPREAD
• The only font I used is Times New Roman. This is
because it is a trustworthy font, often used in non-fiction
texts – audiences informed me during my research that
they want to know key factual information about bands
rather than gossip etc., and this font implies that all
information given is factual. It also continues throughout
the magazine to ensure a clear house style.
• I only used this font to ensure consistency and
organisation on the page, so it is visually pleasing. I
ensured it wasn’t too regular by using a range of colours
and sizes, and used italics, boldness or CAPITALIZED
texts to make certain features stand out.