Other non-verbal codes will help support the magazine’s values and message, such as how a smiling bride or the powerful stance of a sports star encode the right meaning for the target audience. Invariably, the direct gaze of the person will pierce the viewer and a medium shot or close-up will connect us to the emotional energy of the glamorous model or star. Music magazines will splash an image of a popular band or artist on the front page, while the main actor from the latest blockbuster will no doubt help sell a film magazine. Many publications note a sharp increase in revenue when the most famous faces dominate the cover. These two examples certainly encode a clear message to the audience. This can be achieved through the choice of font and position on the cover. In conclusion, the masthead should establish the brand and its values. This layering effect a nice design feature and is aesthetically pleasing. More generally, if the publication is well-known, the masthead might be obscured by the main image. This variation ensures the title is as big as possible on the cover but remains legible to the reader. Zoom in and spot the difference between “B” and “R” compared to “I” and “D”. If you look closely, you can see manual kerning has been employed so the space between each letter is tight but appropriate. The capital letters look self-assured and ensure the title is the centre of attention. Again, the colour of the masthead will change to match the palette of each issue, but this magazine tends to use gold, pink and white quite regularly because of their associations with femininity and luxury. ![]() This sans-serif font is much brasher than the graceful serif of the Eldorado Relay typeface used by “Brides”. “Kerrang’s” nameplate is set in a modern typeface called Druk Condensed Super Italic. ![]() In some ways, the presentation of the title echoes this meaning. The word kerrang is defined as a power chord struck on the guitar. The lack of space between the letters, known as kerning, makes title visually appealing because we are not distracted by empty spaces. These meanings will resonate with the psychographic profile of the target audience. Although the colour of the title will change according to the particular needs of the issue, the black and grungy title here connotes a rebellious quality, and the use of bold weighting and capital letters conveys confidence.
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