The document analyzes and summarizes several existing magazine covers. It finds that they commonly have a minimalist and neutral color scheme, with occasional pops of bold color. Images focus on clothing and models in clean, bright lighting. Layouts are simple with large central images and fonts that are easy to read. While basic, these designs look elegant and help the magazines stand out on shelves. The analysis considers incorporating similar minimalist styles for a new magazine, including a patterned background and subtle use of color.

1. Research
Imogen Minto

2. Existing
Product
The colour scheme with this magazine is
very neutral there isn’t a lot going on. Its
mainly whites on whites with a bold
colour. The bold colour in this one is the
black at the very bottom of the picture.
The white shows elegant and clean
making it fresh to look at. With the black
because its at the bottom of the picture it
doesn’t really stand out it makes the
image clearer and adds more dynamic to
the image then it just being all white.
The model is standing on her side
just showing her clothes, you cant
see a face all you can see is her top
with and a watch that stands out the
most. I feel that this look looks
modern by it being so neutral
because of the way the model is
standing and what’s being shown in
the image.
This magazine is very minimalistic as you can
see because there is only an image and the
name of the magazine which is called “Emily”
with a few more text at the very top of the
page. By it being so plain people may not find
this interested and might not even
acknowledge it if it was in the shops but many
people nowadays like having magazines like
this as a decoration on a table or on a
bookshelf to make it look pretty.
The font for the name of the magazine is
very girly by it being curly which targets
females. It’s very simple looking but still
adds a lot to the page as everything else
is very bland. As you can also see there
isn't anymore text on the page to even
know what the magazine about but the
way this magazine was made is to have no
words and to just show it all by images. I
know this is about fashion as all that is
shows is clothing in the image.
The lighting is very bright making the white stand out, which is good in
this case as there aren't any other colours to make it pop out so by it
having good lighting it makes the colours that are in the image stand
out even more. It looks like the model is next to a window creating a
shadow on the other side of her which makes her clothes stand out as
she's stood in front of a white wall its hard to see white on white but
because the light darkens on the left side of her you can se the clothing
well.
I have chosen this look because I really like
the minimalist look but still looking really
sleek to look at as you can see in this one it
looks very basic but by adding jewellery
and the type of clothing she is wearing
makes it look efficient.
P

3. Existing
Product
The colour scheme for this is again very
similar to the other one very neutral and
white. This is inside a magazine so you get
information about the magazine and images
to see more of the fashion as that’s what
the magazine is about and that’s what
people are buying them magazine for so
adding a fair amount of images of the
clothes will be helpful.
The colours they have used is base, white and
black. With these colours they compliment
each other well, the black stands out well
making it bold on the page so whatever is in
black stands out the most bringing your eyes to
them areas first to then see what else is there,
which is good to get the audiences attention.
The way the images are all laid out are pleasing to the eyes as they
are places separately rather than it being overlapped and too much
happening making it hard to see what you’re supposed to look at.
You also get to see different sections of the clothing like for example
on the right side of the page you can see in them images the left one
you can see the whole outfit, the one next to it is an photo of a top
and same with the bottom photo. Which is good as it’s a fashion
magazine and are trying to either sell or promote these clothing to
people so by having images of the clothing will help that.
The layout for the for text is
mainly focused on the left
side of the page. Its set up as
a column as that’s more
professional and what a lot of
magazine companies do so its
clearer and just looks better
than it just being in a big
paragraph
The lighting is very bright and clean looking,
making the images easy to see and brings out
the colours in the clothing.
The way the models are stood are all different
making it engaging as you can see in the
images there’s sitting down facing down
looking at the camera or there's stood and
facing sideways they're all different which
makes it exciting and new than it just being the
same pose every time.
I have chosen this because I would
like mine to be clean looking and
not so in your face but still have
parts that stand out and garb their
attention but still looking elegant
and professional. This is why I like
these type of magazines because
they’re so different to other
magazines that you would find in
supermarkets.
P

4. Existing
Product
The colour scheme to this magazine is
very bright and colourful. The yellow
reminds me of summer like the sun
shining which also brings happiness as
everything is bight and pretty. The color
palette is still neutral but obviously with
the yellow. It also has a different shade
of yellow which is darker looking more
on the orange side but still goes really
well with the cover.
The background has patterns to it to
make it pop. I like this look because it
makes the cover unique making it
stand out than it just having a solid
colour of yellow then a picture. So by
it having dots it makes the magazine
have more to it which is great when it
comes to selling products like this for
example.
The photo is nice and clear can see a
female with sunglasses on. The
background of the photo and the
photo in general is bright and clean
looking making it fit well with the
theme of the magazine as it’s white so
it’s not clashing or anything with the
cover.
The layout is unique, not a lot of magazines
have this type of style to it. The layout is
mostly focused on the right side of the page
but still making you look around the entire
page. So the main picture is on the right on
top of the coloured background which
automatically makes our eyes go there first
as there’s colour and a build up to a image.
The text is focused on the left has the issue
at the top left side and the name of the
magazine on the bottom in bold making it
standout but not taking over the rest if the
cover.
The font on the cover is quite similar
it’s in capitals which makes it easy to
read, the only font that’s different is
the name of the magazine which isn't
in capitals but is in bold still easy to
read as its bigger and the font isn't
the type where you cant read.
I have chosen this because I would like mine to be similar in a way,
that being mainly white with a pop of colour but still being subtle so
nothing too much. I think by it having a pop off colour than it just
being all white it might not attract or even get anyone attention
when my audience are shopping which isn't what I’m wanting. What
I’m wanting is something that look minimalistic with a subtle pop of
colour and it looking Professional so people can have it put for a
decoration.
P

5. Existing
Product
The colour scheme for the magazine is very
neutral not a lot of colour on it it’s mainly
monochrome colours and like the other
magazine on the slide before this one is
similar with the pop of colour however with
this one it’s very little colour and its more
on the background. It’s yellow dots which is
on the far let side of the page at the
bottom. I really like this look because even
though the rest is bland I'm still intrigued by
it and then having the yellow dots it makes
it pop in a very unique look compared to
other magazines that exist.
The layout for this magazine is unique but basic at the same time. What I mean by
this is that there’s a image in the centre of the page as normal and the name of
the magazine at the top, has information of the magazine at the bottom of the
page and then the different part to it is the yellow dots. Its different because not
many magazines that you look at don’t have dots on them they like to keep it
looking clean and professional however I feel that it adds more then it just being
black and white. Another thing with the dots some are behind the image of the
model and then has text on top so its not just a pop of colour there’s other stuff
going on with it.
This will appeal to my audience because
it’s different to other magazines that
already exist. I think having new layouts it
make the buyers be interested and not just
buying the same magazine every time
when they go shopping. It’s fresh and new
which people love.
The font is again in capitals so it’s
clear to see as there’s no fancy font
to it its very simple but still looking
professional, fitting to the magazine
well. I think the font is the same for
all the text there’s only a couple of
text that’s in bold which is the word
‘YOUTH’ and the name of the
magazine ‘MOZI’ which are
suggesting important parts to the
magazine as they’re in bold.
The image of the model is focused on her
top half all you can see is her face, her
hair and a bit of her clothing. The model
also looks like she’s outside which shows
good lighting, however the image is in
black and white so it doesn’t really
matter that its got the best lighting just
as long the face is clear and its too dark
to see the models face. The way the
model is standing is forward facing the
audience which is good as you can see
her although her hair is covering half her
face you can still see her. With the
models clothing you can’t really see a lot
of it, you can only really see the shoulder
part which has shoulder epaulettes with
pearls on them which shows a girly
statement to the clothing item.
P

6. Research Analysis
• What common features do the researched
products have?
– The most common feature for all the images I chose are very minimalistic
style to them. The clear and fresh look there’s not a lot of colour on them or
any at all but I would like to include a bit of colour like a patterned
background in a corner which is a colour. Another common feature that has
appeared a couple of times is the font they are all bold and in capitals so its
easy to see so might consider that when it comes to making it.
– What aspects of the research will you include within
your own production work?
– I would like to include the pop of colour to my magazine while keeping
everything else simple looking which will make the colours pop even more.
Another aspect I would like to include is the font style I have kind of seen
something I like which I have included in my initial plans PowerPoint but if
that one doesn’t work I can use a similar font to the ones I have seen in the
last couples of slides which is bold and in capitals.

7. Audience Research

8. Secondary Audience research
As you can see in this pic its for the Elle magazine, can see that the
main subject for this magazine is fashion with 56%, there's also other
topics that is involved in this magazine rather it just being. about
fashion if he audience lies fashion but also beauty and health with
10%.They have that two and others for example like other/misc. with
10%, living with 3% and environment/celebrity/culture with 21%. This
Is really good as there a big range of different topics in the magazine
making it for everyone.

9. Secondary Audience research
WHO READS ELLE (2014)
CIRCULATION VITALITY (2014)
This slide tells us about who and how many people read the Elle
magazine also the circulation vitality for it. so for the people that
read the magazine are manly women with 5,176,000 aged 18-49
with 73.3%, which is the most popular age for it. HHI with the
highest percentage is 63.9% for $50,000+. between any college and
grad college the any college is higher with 71.9%. Employed and
professional/managerial the highest is employed with 66.2%. the
last. part tells us who is most likely to buy this product if they're
married, single, any children, own home and the highest is own
home with 59.5%.
for the circulation vitality as you can see by the numbers for paid
subscribers and the total circulation its high up making it a popular
magazine which means the audience to this magazine is really good
as people like it and want to find more stuff about it as it has
interesting parts in it for people to want to buy the magazine.

10. Secondary Audience research
As you can see with this slide that for each media like
magazine, unique users and social network followers the last
one has the highest number as people now a days have
phones and prefer finding out things and seeing what they
like by going on to social media networks like YouTube,
twitter, Instagram and Facebook where they can find out the
news and new fashion etc. not a lot of people like to read
magazine anymore that they can buy from the shops as
everything is now on phones.

11. Secondary Audience research
Can see in this one that this shows the age and gender for the magazine which you can also see that females are
the most popular gender to read it with 80% where the men's percentage is only 20% women are most likely
going to be a lot more interested in it as women like fashion a lot more as they see people on social medias like
Instagram and like what they're wearing and they go and buy it where men don't really care as much so get that
they really need. this slide also has the employed part to it so the employment is 71%, business owners,
managers, specialists and white collars with 56% and the high income and above average with 76% which is the
highest as Vogue is quite expensive so people who are in the higher income and above average are most likely
going to buy a product like Vogue as its a very well known brand and a lot of work goes into it. there's over 800k
readers reading Vogue especially in Russia. its known to be the #1 magazine by its lucky department stores with
63% readers and 48% of vogue readers buy clothes and shoes a lot more than often.

12. Primary Audience research
1) Do you like shopping online or in person?
- I personally like shopping in person as I don't really like trusting online sizing as
everything is different and returning gets annoying.
2) Do you buy clothes often?
- I like looking for new clothes but I don't tend toy buy them as I never have enough
money.
3) Do you take your fashion seriously?
- I personally don't I just like wearing what is comfortable.
4) Do you follow trends or wear whatever?
- I wear whatever I want but If I see somethings that's trending and I like it I would
buy it.
5) Do you buy expensive clothing?
- no, i tend to buy clothes from Primark as its cheap and has similar clothes to
expensive shops like Topshop.
6) Do you read fashion magazine?
- I don't anymore but when I was younger I really did but now everything is on
phones.
7)Do you care about what others wear?
- no I think people should just wear whatever they want to as everyone has different
styles.

13. Primary Audience research
1) Do you like shopping online or in person?
- I like shopping online as I hate trying things on.
2) Do you buy clothes often?
- I like to buy clothes as often as I get bored very quickly.
3) Do you take your fashion seriously?
- I like to look put together I wear leggings sometimes but I make sure I have a nice
top on to make it look a little more fashionable.
4) Do you follow trends or wear whatever?
- I like to do both but I go to places where lots of people shop so lots of people have
the same items.
5) Do you buy expensive clothing?
- I buy cheap items mostly but I do like buying expensive clothes as I feel like they're
more trendy.
6) Do you read fashion magazine?
- I don't read fashion magazine I like going on my phone to find new things like online
shops and Instagram followers.
7) Do you care about what others wear?
- I don't care what other people wear as everyone is different.

14. Primary Audience research
1) Do you like shopping online or in person?
- I like shopping online.
2) Do you buy clothes often?
- yes I like having new things.
3) Do you take your fashion seriously?
- no I like wearing things that I like.
4) Do you follow trends or wear whatever?
- I don't like following trends if I see something I like I would buy it but
not because its in trend.
5) Do you buy expensive clothing?
- some items are expensive but I know id wear them a lot so I don't
mind.
6) Do you read fashion magazine?
- no I don't but I wish I did.
7) Do you care about what others wear?
- no I have a very different style to others so i don't care what people
wear as mines different.

15. Primary Audience research
1) Do you like shopping online or in person?
- I like shopping online.
2) Do you buy clothes often?
- not really I tend to wear the same thing a fair bit and
could change the look of it by wearing different shoes or
coats.
3) Do you take your fashion seriously?
- I like to look good but i don't take it seriously.
4) Do you follow trends or wear whatever?
- I wear what I want.
5) Do you buy expensive clothing?
- no I don't I find it silly where there's cheaper versions out
there.
6) Do you read fashion magazine?
- no I don't but I use to.
7) Do you care about what others wear?
- no I feel that whatever you feel comfortable in wear it.

16. • What I have learnt from getting peoples responses to my questions is that most of them like to buy their
clothes from online as they like ordering items from their homes as they find it easier and less stressful.
Only one person said they lie going into the shops to buy things as she likes to try the items on before
buying as she finds returning items annoying and doesn’t like waiting for the items to come to her house
and if she returned the items doesn’t like waiting for the refund.
• There’s a mixture of opinions for buying clothes often half of them said they get bored of the same
clothes and just like shopping as they find it fun. Where the other two wouldn’t mind buying clothes often
but they either cant afford it or don’t mind wearing the same clothes over and over again as they can
change it up with different shoes etc.
• For the next question if they took it seriously or not and it was on the side of not taking it seriously like
one of them said she likes to look good but doesn’t take it seriously then the others said they just like to
wear things that are comfortable.
• For following the trend most people don’t they like to buy things that they like and if that’s what its in the
trend then they’ll buy it but not because its in trend because they like it.
• With buying expensive clothing majority of them don’t they like to buy tings that are cheap as most of the
clothing that’s cheap are similar to the other clothing that are expensive.
• With reading magazine non of them do now but they use to when thy were younger as they were a lot
more popular than they are now as everything is no on phones so they find new fashion items on either
the clothing websites they like or on Instagram.
• With them caring about what other people wear, they don’t they think everyone is different so they’re
obviously going to wear something different to everyone else.
P

17. Subject Research
• Topshop
This brand of clothing has around 500 shops worldwide making it very popular and
well known. Majority of that number is based in the UK with 300.
Topshop was founded in 1964, it was high fashion of the ‘young and different
generation’. The launch of separate retail chain in 1973 they launch a major expansion
of its womenswear division, splitting Topshop by Peter Robinson into two chains to be
known as Peter Robinson and Topshop. Topshop partnered with Facebook to share a
‘shoot the show’ experience. also Topshop and Unique trended globally on twitter and
Topstop shared background images via twitter. 200 million were exposed to imagery
and content from the shop as users shared their favourite looks on Facebook.
P

18. Subject Research
• River Island
River island is a London headquartered high street fashion brand. it started in
1948 by Bernard Lewis and his brothers in London. River island is privately
owned by the Lewis family. In 1970s two of the brothers left the business
leaving Bernard, David and their families in charge. which left David to run
other businesses covering hotels, property and investments, leaving Bernard
to run the retail operation. it allows the company to expand into menswear in
1982. they merged with the Chelsea Girl to become one retail brand under
the name of River island in 1988.
P

19. Subject Research
• Zara
• Zara is a clothing retail and it was founded by Amancio Ortega in 1963 in Spain.
Harass about 2000 branches around the world. it offers a wide range of choices:
the collection for women, men and children. Signs are open in the inner part of
the cities to compete with expensive brands. stores are proper names, there are
no deductibles Zara. their shops are stocked twice a week, which creates a certain
image of scarcity that should attract customers. Zara cannot afford to operate in an
extremely competitive market, so it must offer products of superior range by
responding to customers requirements and desires. the deductibles is important
because it represents up to half the cost of the product, which means that the
competition advantage is created by low distribution cost.
P

20. Sketches
Sketches are made for loads of purpose for example it may record something that artist sees, it might develop an
idea for later use or it might be used as a quick way to graphically see a image. Sketches are usually a rough or
unfinished drawing or painting, often made to assist in making a more finished picture which in my case is fashion
so you can have a rough sketch of what I would like the clothing to actually look like on people but before doing
that having a sketch of your ideas is a reminder to what you’re wanting to create and can express your ideas in
paper for people to understand what you’re wanting to produce. Also as you can see in the picture at the top
right they started with the outline of the dress on the sketched model and kept going with the way they are
wanting the dress to actually look like in person. By the sketch having colour to it it really shows the details they
are wanting, which will make it easier for the people who are going to make the dress know every little detail
which is important.
Sketches can also been known for fun, like a hobby which is where most
artist start. They enjoy drawing either as a child and wanted to continue
with the art and made sketches like these ones on this page.
I personally love pencil sketches where you can see all the pencil marks to
create the piece of work as you can see its been hand drawn which is nice
because many people now do it digitally either on computers or tablets.

21. Studio
• To take my pictures I'm wanting to be in the studio as it has a what background which is what I'm wanting
my background to be for my magazine so its easier and makes me have more time to make the magazine
look the best it can be. It has all the equipment I will be needing like the lights, camera and tripod. I have
done experiments before so I know how the camera works and the tripod help me focus the camera in a
stable way without the tripod I would be shaking a lot and the picture will come out either blurring or not
leveled.
• Lighting was apparently very difficult to hurdle and getting the camera to correct light setting so it wasn’t
over powering with the contrast and then trying to get the lights in the create space which is when they
found the 3 point lighting. The 3 point lighting is the most used lighting techniques used in shooting
videos or taking pictures. They are known by a key light, fill light and back light. This helps when taking a
still image or a video it keeps the light on them all time and doesn’t create any shadows depending on
where the lights are on the person you’re taking the picture/videos of which is why it’s the oldest lighting
technique to this day.
• Can see in the picture of the male with the lighting shine on him using the 3 point lighting he started of
with dull lighting like a normal light in the ceiling to then having a light on him and then having all the
lights on it creates no shadows and can see him clear which is important if it comes to taking photography
or filming a video.

22. Practical Research

23. Practical Research
Here you can see me experimenting with the camera in the
studio seeing what looks good with what I am wanting to try
out. What I ended up doing which you will see in the other
slides under this one was very simple but what I am wanting
to do in Photoshop will make it look less boring. This is in the
studio room as I’m wanting to do my photos in the studio
because it will be clear and professional as it’s for a
magazine to make it look realistic it wouldn’t look so good if I
didn’t have the correct lighting and equipment it wouldn't
look professional and wouldn’t turn out the way I imagine it.
Its been useful learning the parts on the camera as I can find
out new settings and other things to make my work look the
best it can be especially doing these experiments they help
so much as you are finding out new things before you
actually do your final project.
P

24. Practical Research
How I did my experiment:
- As you saw in the slide before this one you can see I was in the studio taking photos of
my model. I went with this image on the left because before I took the images I
remember watching a while ago a Photoshop tutorial where you get a image of
mountains and put that as their face so I wanted my model to face side ways.
- I went onto Photoshop after I took the photos and clicked open and selected the image I
wanted which is this one I edited. I wanted to make it black and white, when I did that I
realised that it was very bright o I made the lighting brighter and then made the
background even lighter to make that clearer.
- After I did that I clicked on open object and it went onto Photoshop and that’s where I
started to follow the tutorial.
- When I started the tutorial I realised that I didn’t need to have the model in black and
white however I liked the look of it and I learnt how to make a image brighter and
specific parts without changing everything in the photo.
P

25. Practical Research
So when I started to watch the tutorial the first part it told me to select the model and then click quick selection tool
and drew around the part of the model I wanted which was just the head. After I did that I right clicked on the mouse
then went to feather and changed it to 0.5. I then made a new layer so it’s just the head alone and then delete the
other layer as I didn’t need that one anymore as I only needed the head. I then clicked adjustments and chose solid
colour to make it white I then moved that to the model layer so now there’s a white background behind the model. I
then got told by the tutorial to select the model layer then go up to the top and click image, adjustments and then
desaturate, which turned the image black and white.
After I have done all that, that’s when I brought in the next image of a mountain which I got off Google. I turned down
the opacity to 50% for the mountain so I can see the models face underneath to see where I wanted the mountains to
fit on my models face. When I got the mountain where I wanted it, I clicked on the models layer and clicked control to
select the model so you can see the cut out I made at the start. I then put a layer mask on the mountains layer which
then changes my models head to the picture of just the mountain. I turned the opacity down to 50% and then clicked
on layer mask and the pencil tool and removed a bit off the mountain of the models face on the bits I would like to be
seen which was the eyes, noses and lips. I then created a copy of the model layer and clicked on its blending mode
and changed it to lighten which made the mountain come back on the models head and created a cool look as you
can see on the top right picture. After I have done that I select background layer and got a sample of the colour that
goes well with the image which you will see on the next slide. I kept the the opacity low so you can see the features of
the model still.
P

26. Practical Research
Unedited
Edited
This is the final product, there’s a few parts in the
video that I couldn’t really do or the video didn’t
really explain it very well so I just either missed that
step or worked around it. I actually missed a little
from the video as I preferred what I did as I liked the
faded look of the mountains instead of it being very
intense when looking at the image.
This is the untouched one taking the image
from the studio and then putting it on the
PowerPoint. I didn’t change anything on
the model as you can see from the edited
one.
P

27. Bibliography

28. Bibliography
1. Bubblegum millennial magazine, (2018)
2. Elle Media Kit (2015)
3. Chauhan V.(unknown) Pinterest.
4. Emily Magazine. (unknown) issue 56
5. Interview, Ellie. (2019) Target Audience Interviews
6. Interview, Madison. (2019) Target Audience Interviews
7. Interview, Amy. (2019) Target Audience Interviews
8. Interview, Fran. (2019) Target Audience Interviews
9. Letsgettoit. (2017) Double Exposure Effect – Photoshop tutorial
https://www.youtube.com/watch?v=iOYz669WNpU (accessed 05/04/19)
10. Minimal fashion magazine, (2019)
11. Model figure sketch (unknown)- painting valley
12. Mozi Fashion Vultures, (2018) issue 10.
13. Mzabarovsky. (2018) – for experiment
14. On the runway (unknown) - YouTube
15. Vogue (2019). Audience research