chàe issue VI
|
magazine
|
spring 2021
publish & print a guide on editorial design
Chàe Magazine Issue 6 Cover Image Chelsea-Lee Bastable Editors Emma Jenkins
Internal Contributors Chelsea-Lee Bastable, Emma Jenkins & Alana Naumovski
Designers Chelsea-Lee Bastable
Marketing/Advertising Chelsea-Lee Bastable & Emma Jenkins
https://chaemedia.wixsite.com/chae chae.media@outlook.com
All Rights Reserved
a student magazine | for students, by students
editors note Publish & Print: a guide on editorial design: time for a
change, learning new perspectives and furthering skills. Our idea for this magazine started out by asking our audience what they would like to know and reaching out to people who are looking to be creative! From this, Chelsea-Lee Bastable and I were able to create this 'how-to editorial style', exploring the behind the scenes of editorials. We wanted to show some of our secrets and show creative ways people can express themselves too. Over the last few months, we have been looking to change up how chàe operates, as lockdown has been among us we wanted to curate our content in a direction that would be useful for people to see or recreate. We hope you enjoy reading, follow us on our socials to see more and have a beautiful day! Emma and the chàe team xx
chàe | 03
contents 17
24
6
38
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MINIMILISM
FEATURED aesthetics meet the creators
12 7
white space
10
minimalistic editorial design
14
DESIGN
LIFESTYLE
fashion
22
benefits of editorial design
golden hour
26
how to editorial design
34
scrapbook
32
ideas for writing
40
chàe | 05
8
meet the creators
chelsea
...and
emma
Hi there! I'm Emma, the Editor of Chàe. I am in my third year at UOW, studying for a Bachelor of Communications and Media. This issue is a different style from our previous releases but one I am extremely happy with! We have wanted to create something different and beneficial for our audience for a long time, and finally, we have been given the chance to do so. Keep reading and thank you for the support! x
Hello and welcome to Chàe Media! I’m Chelsea-Lee and I’m the Social Media Manager and Graphic Designer. I am in my third year of university, studying a Bachelor of Communications and Media at Wollongong. I absolutely adore this magazine, it may even be my favourite yet! I think it sticks out from our past magazines in a good way. It’s a guide, something that will really help and benefit our audience creatively. I hope it inspires them to expand their portfolios for future opportunities, just like Chàe did for us.
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the benefits of editorial magazines on your brand
Touching base first, before we proceed the venture into editorial design aesthetics; why have editorials or magazines be a part of your brand? Having magazines on your belt as a form of content to put forward in your brand is extremely beneficial, and here’s why:
With editorials and magazines, you are able to produce a mass of content that is available and accessible all in one place. Editorials allow an element of ease for an audience to access this wide range of content that your brand produces. Not only are audiences able to identify the location of all this content within the magazine, but there are also copious amounts of content inside the editorial. This can include guides, stories, to activities - overall magazines allow your audience to have a myriad of different types of content in one place. Additionally, with magazines and editorials, you are able to make microcontent in many different ways. An idea of this would be to break down an article and make it a caption for a social media post, finishing it with a call to action to “read more in our new magazine!”. You could utilise some photography or art that was featured in your magazine as a website feature, probing them again to see more amazing art in your editorial. Even if you are scrolling through your brand's social media feed and find a topic/problem that your magazine addresses, you can plug the magazine saying “I needed help with this too! Find out what I did in this article I wrote”. Overall, you will be able to plug your magazine in many different ways with micro-content. Luring in cold leads, creating a better connection with your audience; with editorials and magazines, you will never be at a loss of what to post to your socials because you can always use it as microcontent.
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Editorials and Magazines also help you create a committed audience, as they will always be waiting for the next issue. When your content creation is strong, an audience needs it. It is valuable to them as they are able to use it to, typically, solve a problem or be guided on an issue. With magazines, your audience will be committed to your brand, constantly looking out for the next editorial, engaging with all of your content. Create a connection with your audience and allow your reach and interactions to grow by implementing an editorial/magazine in your brand name. Finally, creating a magazine allows you to garner professional relationships in a new way.
Reach out to brands and profiles and offer them a 2 page spread in your magazine to talk about their business or story. Doing this will mean they promote your magazine in return as their brand is featured in it. This exposes you to a whole new audience. The reach will skyrocket and impressions are through the roof! Yes, this boosts your brand's metrics, but it allows you to create relationships with the people you collaborate with. Opening up possibilities of collaboration in new ways for the future.
Now, after all this… why wouldn't you have an editorial magazine under your content belt! Let’s dive into how you can capture your audience's eye in different aesthetics and designs.
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white space White space is the perfect statement for an article to have a sophisticated touch, one that allows the viewer to follow their eyes to the next page. It typically allows there to be a breakthrough in the work, the next page has artwork on there or more writing than the one before. It is meant to be a clearer reading space for the viewer and not overwhelm them with a text that is all in one space. Spreading out the text in this setting works well for an art spread, interviews or a smaller article. The heading can be placed bigger in the middle, with a lighter tone, it should be easy to see then.
From our first issue to now, we have truly experimented with each one showing how much we learn every time we create. We as a team want to try new ideas out or things we see in successful magazines. Testing out different theories and creations to see what the viewer prefers when reading, as well as how different aesthetics take place. Trial and error is the best thing that can happen with these issues, aesthetically having this white space works best for what we produce with chàe, in other areas it may not be needed. It's a small statement that can be used in many ways throughout a magazine that we love to utilise!
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Aesthetics: A reflection of you… alana naumovski
If you’ve read one of my previous articles, you would know that I, Alana, run a 'bookstagram' account. For those that have not heard from me before, hi, I’m Alana, and I run the bookstagram account @lanabooks_. I began my bookstagram journey back in late 2019, and I’ll be honest, my aesthetic back then was a little…meh. I was trying to find my feet, get a grip on the community, and trying to understand how to grow my little account to 100 followers so I could access the Instagram analytics. If you scroll down far enough on my page, you’ll still see the first photos I had posted, and you’ll agree that they’re not the best, but I keep them there to remind me of how far I’ve come in developing my aesthetic.
It really went from using random pictures, with not so great lighting, to reading about how warmer bookstagram feeds tend to appeal to more people in the bookstagram community. Then led me, to accidentally discover a ‘warm’ Snapchat filter while I was trying to make my pale self look somewhat tan in those selfies. But overall, for quite a while now, I’ve been utilising a warm aesthetic where I edit in sparkles in the photo. This is because I wanted my aesthetic to reflect myself – I like to think of my personality as being warm, bright and sparkly - while also being unique and instantly recognisable among the hundreds of other accounts. If you’re stuck in trying to find your aesthetic, then you don’t need to look any farther than yourself. Your personality will direct the aesthetic of your fashion choices, to social media layout, and people will resonate with that because it's representative of you. If we think of social media for a moment - if you don’t like dark academia vibes and prefer more of a cottagecore look, BUT you’re making dark academia content because you think it gets more likes/views/shares, your lack of love for the aesthetic will show in the final product. If you embrace those light, airy, cottagecore vibes, then it will show in your work, which will attract people to your page. Put simply, if you hate street fashion but love corporate casual, why would you continue wearing clothes or styles you dislike? Food for thought… - Alana x
chàe | 12
how
to
m i n i m a l i s t i c
e d i t o r i a l
d e s i g n
Achieving the simplicity of a minimalistic editorial design is dependant on the effective use of white space. This visual feature both isolates yet idolises the typographical and visual instruments chosen in the editorial spread. The font is typically a serif type, with wide kerning and letting.
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White space will pull attention to details such as typographic faces and the visual language of the editorial. Typically in minimalistic design, the visual pathway is simple and structured in a way that brings ease to the eyes. This is also why the text is better to be spread out in paragraphs that aren’t too long, as it makes the eyes tired following the line, whilst small paragraphs strain the eyes as it jumps back and forth. A structured and simple visual path is key to minimalist editorial design.
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Minimalism in editorials and magazines is also framed by a refrained colour palette. These colours are mostly monochromatic however they can also be bold. Whatever colour it is, it is limited to only a few colours that are used repetitively in different ways throughout the design. Images used throughout the minimalistic design are also limited yet prominent. They are bold images that make statements, used very sparingly. Take these components of attention to the typographic face, white space, visual path, limited colour palettes and bold refrained images as items to check off when aiming to achieve the minimalistic design.
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FASHION how to editorial design
Fashion
Magazines
and
These
editorials
will
also
Editorials are designed for the
typically have a sans serif as a
purpose
the
body font as well. This is
images in place whilst the text
because sans serif typefaces
is centred on the description
are easy to read, not only are
and insight of the clothing
they easy to read but they are
itself.
of
reminiscent of a paperback
fashion editorials will always
time where newspapers and
glorify the image. The colour
memos were the medium of
palette for the design will be
distributing
dependent
images
important that body text has
the
fashion
even
is
more
letting, as it will help make
highlights
sure the reader's eyes won't
of red - the colour palette will
tire. Never leave paragraphs
mirror that. Additionally, the
with one or two words left at
headings, and particularly the
the bottom, it is a typography
front cover, will usually be an
no no! Always try to make it
elongated sans serif with wide
even
letting.
editorial design.
of
valorising
Thus,
supplied.
the
on If
the
photography monochrome
magazines
design
with
Thinking such
about
as
Vogue,
Porter, Time and Forbes - all these magazines have a sans serif
typeface
as
headlines
throughout and in front.
chàe | 23
content.
kerning
lines
and
It
is
helpful
throughout
the
Fashion Editorial Design "Pull quotes frame what the reader expects of the article"
"This is where pull quotes become an instrumental element to the design of fashion editorials." Pull quotes are not headlines but phrases from an article that is scaled up. It commands a reader to notice the text first, which will frame their understanding of what the article is about.
"Visual paths control how the reader reads" The visual pathway for fashion editorials could be described as loud yet organised. There are pictures and colour palettes that are in the reader's face, yet they are constructed in a way that forces the reader to follow a path. Visual paths are critical to the design of fashion magazines/editorials. They purposefully make the reader take in both images and text in a certain way and order.
the power of the golden hour by emma jenkins
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The sun kept setting, setting still; No hue of afternoon Upon the village I perceived, — From house to house 't was noon.
Soft on the sunset sky Bright daylight closes, Leaving, when light doth die, Pale hues that mingling lie— Ashes of roses.
Gold are the great trees overhead, And gold the leaf-strewn grass, As though a cloth of gold were spread To let a seraph pass. And where the pageant should go by, Meadow and wood and stream, The world is all of lacquered gold, Expectant as a dream.
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Blood-coloured oaks, that stand against a sky of gold and brass; Gaunt slopes, on which the bleak leaves glow of brier and sassafras, And broom-sedge strips of smokypink and pearl—grey clumps of grass In which, beneath the ragged sky, the rain pools gleam like glass.
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how to b r a c P O oK s aesthetic
sunsets
17/04/21
Scrap aesthetic in an editorial is easy to achieve, yet hard to create. It's typically used in magazines aimed at younger audiences, reminiscing a journal, to create a sense of personal belonging in the audience.
Creating the scrapbook aesthetic requires some media on scrunched up and teared paper. Layering this over the top of colour and adjusting the transparency will affirm the illusion of
Lastly, small hand-drawn doodles and scribbles are the last necessity to create the scrapbook aesthetic. These small drawings illustrate the illusion of something like a personal diary, this is what makes the scrapbook aesthetic so nostalgic in editorial design. Young audiences are usually drawn to this aesthetic due to a longing for a sense of security when reading the magazine.
scrunched paper. Typefaces for scrapbook aesthetic looks handwritten, further alluding to the journal-esque aesthetic of scrapbook.
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ART & LIFESTYLE how to editorial design
ART & LIFESTYLE EDITORIALS
Lifestyle editorials and magazines are typically dedicated to home, sports, beauty or travel. This type of magazine is a very broad area to tap into as these subjects of Lifestyle editorials could be nearly anything. Art magazines are much more specific.
They are concentrated on art movements, recognition of artists and the societal influence of art itself. Although concentrating on the design of these magazines; their visual landscape is always an amalgamation of image, bright colour palettes and a creative visual path.
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"Headings for art and lifestyle magazines are predominantly in a sans typeface," different from the other designs that were explored. Taking "Wild", "Icon", "Breath" and "Vivid" into example, headings are typically a sans typeface with wide letting. Famous sans typefaces are Helvetica, Proxima Nova and Futura, they are easy to read and simple in appearance. Subheadings for lifestyle design is where the sans serif fonts come in, usually italicized. We used our signature typeface Yevesa One for example of a sans serif typeface with a little personality or ‘weight’ in components throughout the type.
"Subheadings are where sans serif with personality come in."
Images are valorised in lifestyle & art magazines and editorials as they are usually used to promote an artwork or place. Using a creative visual path, the layout will guide you through both image and text accordingly to what is most important to take in.
Pull Quotes are used similar to the fashion design for editorials, although the difference is that the text itself is more dedicated to a slim grid structure. Body text is shaped into small segments of content, strategically through a grid structure of potentially 6-8 by 6-8 (6x6, 7x7, 8x8).
This makes designing a very delicate, thoughtful process with attention to the space body text is given. This provides more focus for images to shine.
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LIFESTYLE how
to
write
"Creating an article can sometimes be the hardest thing to do -" you have so many ideas and no way to put them on paper or you have no ideas to write about. Well, I struggle with this a lot but I honestly try to figure out topics that interest me or if people are seeking help for different topics. Starting off, I write down different areas I could potentially write about, or that interest me. I usually do better about personal matters, mainly because I feel that I am writing in a diary that other people can use to help them with their own issues or thoughts. I love to be able to write about sensitive subjects that not many people want to open up about or are afraid of drawing attention to - it’s a powerful thing to write about and we should do more. If you are interested in fashion, write about trends you love or dislike at the moment, or how you style yourself. It’s interesting to see how others typically react to trending things because everyone’s personalities are so different, even creating mood boards within the magazine can be an interesting thing to share. rtworks are another great thing I love to use within articles because words can only do so much for a viewer. An artwork can speak a thousand words. Reading the other articles you can see how we utilise artworks more, as well as poems from our other issues.
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ideas for writing
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Writing is a comfort and coping mechanism for myself, when I am down or can’t express how I feel speaking - I turn to write. These articles in the past have helped me with stress, pain and when I am truly going through dark times I write the best pieces. I want others to learn from experiences and understand that things happen for a reason we can’t exactly control but we just learn from them. When I get stumped on ideas, I go back to my notepad to read other ideas I have taking little breaks in order to think properly. I usually write as much as I can without editing too much, I can always go back and edit it later on. The flow of ideas works better if you can just write as much as possible without overthinking it.
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I used to overthink too much with writing before but with lifestyle and creating works for people to relate to, I try to be as authentic as possible to create a connection with the reader. This should be a fun, creative and expressive release - not a stressful and uncomfortable experience, if you feel that way take a moment. Enjoy sharing things that can be relatable for an audience to connect better!
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we want YOU Would you like to be featured in the next issue of chàe magazine? If you're a student or young person who'd like to show off their talents and interests just let us know!
Contact us via email and we'll be happy to talk to you about how you can be involved with chàe!
chae.media@outlook.com
chàe
for students, by students
read now at https://chaemedia.wixsite.com/chae