Basic Elements and Ideas of Periodical Cover Design

1. Elements of cover design

Although some journals now add secondary packaging plastic envelopes to show high-end, but mainly through the cover to show its promotional effect, the cover design is still the hardware of the journal image.

A successful cover design must have the following elements:

1. Highlight the logo and journal name to facilitate readers 'recognition, strengthen readers' memory of the unique artistic symbols of the journal, and lay a solid foundation for brand building.

2. It must be suitable for the content of this issue and have a guiding role. The choice of pictures and fonts, the size of the font size, and the use of colors must be coordinated with the content of this issue.

3. Reflect your own style, reflect the overall unity in continuity and change. In the absence of consideration for maturity, lack of adequate market research, or major changes in the positioning of the publication, it is best not to change the cover design style significantly, so that the publication appears to the reader with a completely strange face, which will greatly affect the publication Release.

4. Overall coordination, unity, eye-catching and atmospheric. Elements such as logos, titles, period numbers, barcodes and the main picture form a perfect picture, with clear visual focus and a sense of hierarchy. Strong. Not too complicated and fancy.

2. Four important concepts of cover design

1. Clear positioning

The creation of a periodical must first consider the issue of positioning and positioning, so as to win the market. But what we usually refer to as positioning usually refers to content positioning, price positioning, and target reader positioning, while ignoring the positioning of the cover. Admittedly, the cover is for content, and it must fit closely with the content. However, the cover itself should also have a clear positioning. The content of the publication and the positioning of the cover, which go hand in hand, inject a powerful force into the market.

2. Unique aesthetic value

The cover is by no means a simple combination of pictures and titles. Most youth journals, women's journals, and marriage, childbirth, health, and fashion journals use female models and female stars as the main cover. According to the suggestions of some readers, "Family" magazine once changed the cover from a single beauty photo to a two-person photo or a "family photo". As a result, sales have dropped significantly and the original cover style has to be restored. However, the reader obviously didn't buy the magazine just for beauty photos. If the reader is only to appreciate the beauty, it is better to buy a large calendar, painting pages, photo albums of the human body. Readers like the pictures of beautiful women on the cover of the journal, because it is already a work of art infused with design consciousness, and it has been loaded with new cultural connotations, giving people new visual pleasure and beauty. Therefore, it is not appropriate to veto all the beautiful pictures on the cover. However, the cover design of some domestic journals is not high, and the published portraits lack design, and even have a low-grade and vulgar tendency. This is the main reason for incurring readers' resentment.

3. Embody advanced cultural features

(1) Have a clear orientation

Periodicals are special cultural products that affect people's ideological fields, and their covers also have the role of spreading advanced culture and attracting people's enthusiasm.

The organizer ’s thoughts and aesthetic tastes are often reflected through the cover design, which has a positive guiding responsibility for the public ’s aesthetic. The cover design must have rich cultural connotations, reflect the noble aesthetic taste, and pursue deep ideological implications and human depth. Achieve the organic unity of ideology, artistry, and appreciation, and give the audience a sense of beauty and passion, strength and conviction, and become a garden for cultivating readers 'spiritual sentiment and improving readers' aesthetic level and cultural taste. This is also the value and significance of journal culture.

(2) In line with the audience's aesthetic psychology

When it comes to cover design for journals, it is almost impossible to try to cater to the cover of all readers. Moreover, there are many types of journals, and each type of journal has a specific readership. The phenomenon of "everyone sees literary journals" in the 1980s is gone. Now the traditional pattern of the journal market has been broken. With the market segmentation, the target readership of journals is becoming more and more clear. Is it possible to say that the cover design of journals in the future should be considered in line with the "minor" aesthetic psychology, and the cover design of journals must be designed for their specific readers and carefully designed to meet their aesthetic taste and appreciation habits before they can be accepted by them and win a certain Market share.

4. Brand strategy

From a marketing perspective. Journal cover design must achieve the "AIDA" goal, A is Attention (attention), which first attracts the attention of consumers. IBO-Interest (interest), that arouse the interest of readers. D is Desire (desire), which stimulates the reader's desire to buy. A8pAction (action) is to enable potential readers to implement consumer behavior. From this perspective, the following two elements must be considered when designing a journal cover.

(1) To facilitate identification

To highlight the leading position of the logo and title, the pictures, colors, fonts, and font size must be subordinate to the logo and title, and must not conflict with the logo, title, period number, etc., must be harmonious and unified, and highlight the personalized and recognizable image Features, strengthen the accumulation of the audience's cognitive image, and ensure the unity and continuation of the brand image.

(2) Consider the market terminal effect

In the design of journal covers, from the perspective of pure graphic design effects, some covers seem to be successful and have a high degree of art. However, if the covers of some journals are placed on the market, this effect is not obvious. Why? The designer did not consider the market end effect. Traditional journal names are located on the top, bottom, left, and right sides of the journal cover, while most modern journal names are located above the journal. This is determined by the terminal display method of the journal, because whether it is a hanging type or a flat type, the general bookstores and newspaper retail kiosks have multiple copies of the publications, which are only exposed above the journal. Because you ca n’t guarantee that distributors will always put your publication on the first level, if the title is designed in another place, it will not be easily touched by readers or even not seen at all.

Therefore, now the cover designer of the journal must have a strong market awareness when designing the cover, consider the artwork of the cover, and also follow the market rules and consider the market terminal effect.

Three conclusions

With the prosperity of the journal industry, the overall appearance of the cover design of Chinese journals has changed greatly at this stage, and the level has been greatly improved. In particular, the covers of some news, corporate, fashion, and animation journals have completely gone out of tradition The pattern of the cover of the journal has a novel design and a strong sense of the times. It should not be overlooked that the overall level of China's periodical industry is not high enough, which is far behind the international advanced level. Emerging technology has injected vitality into the cover design. The use of network resources, digital technology, and the improvement of printing technology have expanded and enriched the performance of the cover design, making the cover design more spacious. The periodical beauty editor should accelerate knowledge, study and update, so that the design of the periodical cover of our country will enter the fast lane of speeding up, integrate with the international advanced level, and inject vitality for the periodical industry to enter the global market.

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