Case study: Canary Wharf magazine

colour

Against this person's light skin and lightly coloured text across the cover, plenty of colours have been applied here to amplify the eye pleasing features to this cover. This is the main image and seems to show quite an artistic approach to the overall look. Linking to the coverlines used here i feel that the red colouring of this woman's lips suggests a symbolism of beauty and feminized arts that can be found within this magazine and its articles. This is quite helpful as it should catch the eye of somebody who might appreciate such things as fashion, makeup or the visual arts. Canary Wharf itself is quite a central area and focuses well around the current movements of London life so it wouldn't be too far off to say that the average person passing by might be interested. There is a purposely darkened background which I think the editors felt would heighten the colouring. It's so highly defined in the detail and eye catching bright that it's hard not to go and grab it.

The colouring of the text is plain as it would be a little overwhelming otherwise as there is so much already going on in the main image. Coverlines are white while the title is a shiny gold. I think that the gold could be linked to jewellery which yet again links right back into the type of magazine this is. This magazine updates within central London on the latest accessories and clothing and so to use the colour gold would be a sharp representation of “wealth”. Our target audience has clearly been taken into much consideration when designing this and the colour pallet. 

audience profile

A well-considered stereotype which does prove to be often true is that women are more often found to personally enjoy the visual arts than the average male. Using an image of a well presented female is often a technique that editors use to capture the female eye as it revolves around the feminized make up culture most women grow up around. Most people do often aspire to become like these perfected figures we spot in magazines daily and so using positive imagery of someone is often effective for a larger interest in the publishing. Despite there being some form of “arts and crafts” across this woman's face it has been perfected and put into proportion with her features. Not a single imperfection. 

Price

This is a free magazine! I really think with how well published and designed this magazine is, it's a pure surprise to find there is no charge. We know that people who usually are around central London or living within central are generally financially stable as a whole so why make it free? I think that because this magazine is already supporting the reader to go out and pursue high priced brands of clothing and other positional goods that it would be a stretch to then charge for the magazine. I’m looking at expensive clothes and yet I had to pay £3 for the magazine. What’s the point? Might as well use that money to buy this stuff without canary wharf magazine’s advice, right? But the whole point is that this advice should be available without thinking about the money in your pocket.

Our audience profile is mainly linked to locational factors and wealth status. This magazine is published around central London and is free at the stands of Canary Wharf. Thinking about the general location I would assume that this is directed to someone who lives within London of course. Wealth also plays a huge role in our audience profile as this is a “high living” lifestyle type of magazine. The average person may not attend a fashion gallery on their typical weekend but someone with enough interest and the funding to do so would which is where money comes in. Of course we can't assume that everyone who picks this up is of the same background and lifestyle but i think this focuses more on those who might return to read another edition of Canary Wharf magazine.

Language

“Explores trends across the world, through the ages”- Trend in fashion is a huge topic that is ever changing. This magazine's target audience would show an interest in this kind of discussion and hopefully be encouraged to read on into the rest of the magazine's content to read this article.

“ART with TECH”- Two very contradicting fundamentals and due to the lack of full expansion on this phrase we are left to wonder as to how this could be happening and how it changes anything. It already covers two things that I know this audience will be culturally aware of.

“The HISTORY of BEAUTY”- Now we’re digging into something that is deeply attached to the cover image. This facial makeover has got to have something to do with beauty as she has undergone a number of changes that give her an unusually positive look. This is the main coverline and so it would be assumed that this is the link.

“Help us to emotionally engage?”- Women are typically all about emotional engaging in most activities. Sad movie? Cute video? Women are typically known to have a stronger reaction to these types of things and our overall audience profile is dominated by female readers I can see why this type of thing would appeal. I like how the word “us” is used here to bring in the reader and engage them as part of this experience. Personal pronouns and use of language that engages the reader really is effective when it comes to encouraging a reader to feel something towards the article rather than feel like a mere observer to it all.