Tagline- a statement which captures the essence of the brand identity
House Style- relates to ideas about the magazine's individual style and voice, specifically a continuity of style in language and design across issues
Anchorage- refers to the linking of an image and text through placement on layout to direct audience's attention to preferred reading
Masthead- the title of the magazine, conventionally placed at the top of the cover
Typography- the font used, the choice of fonts are crucial in conveying the mode of address to the audience, the typography may be serif or sans serif, in bold or italics, upper case or lower case, fonts may be decorative but should be easy to read
Cover lines- the short descriptions of specific features placed on the corner, sometimes referred to as 'call outs' because they are calling out to the audience
Splashes and puffs- blocks of colour placed underneath text to allow certain cover lines to stand out
Restricted colour palette- usually two colours plus black and/or white; provides graphic unity and aesthetic pleasure for audience
Mode of address- defined as the way a text 'speaks' to its audience, mode of address can be assessed by analysing images, language and typography
Discourses- the topics covered in the magazine
Synergy- a symbiotic relationship across media platforms and products
Prioritisation- in western societies we read from left to right and from top to bottom, therefore page designers prioritise items on the page according according to the way we access information, we expect the masthead to be at the top of a magazine cover, and the most important features to be in larger typography
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