Summer Spread Evaluation

In what ways does the visual communication/message of the piece meet the needs of the brief?

The brief for the summer spreads was not very specific when it came to how the pieces should communicate although I decided due to them being for Tatler Magazine and as they were travel magazines that I would base the communication decisions upon good research that I conducted. I focused on the typography and layout of the piece in the initial stages to insure that the communication was strong and that it was cohesive and professional in line with other Tatler spreads.

The typeface I chose was a Serif typeface called Athletas. I chose this due to it being extremely similar to the Tatler typeface. I found that through my other research into magazines this was the most traditional type form used.
Through my focus on layout I research Golden Section and found that this was the most effective for drawing the eye to the part of the page that was important to communicate the message you wanted, Lots of the images used in my spread (Especially the Explore Oz spread and the Travel Thailand spread) are very focused on using variations of the golden section ratio and also used hanging line techniques to draw the eye to titles and straplines or quotes.


What are the strengths of the visual communication? Why?

I feel the main strength of the visual communication of the spreads is the communication of the photography. As you can see throughout this project I have been lucky enough to travel a lot this summer therefore collected some really interesting photography. I find that the strongest device for selling or informing about travel is visual, I find that when I see a picture of a holiday then that is where I want to go so I focused a lot throughout on choosing images appropriately to insure the best communication of the photographs. I was also very careful not to flood the spreads with text as after my research of Tatler as a magazine I was keen to replicate the mainly visual effect of the pieces.

What are the weaknesses of the visual communication? Why?

I feel although the designs are successful visually there is weaknesses in the crowding of the pieces. When it came to the Travel Essentials spread this is something I had to be very careful with,Although I created digital thumbnails to insure I did not go into the design with no clue of the layout it was very hard to utilise the space effectively and I do feel as if the right hand page on this spread suffers as a result of this, I think having a second column to the object list does make it look slightly crowded but throughout design process copy is something that has to be placed into text whether you like it or not and occasionally you would even have more that this to place on a page.

In what practical ways could the piece be developed or improved?

If I had more time or the opportunity for a brief like this again I would have created more space on each page. Such as with the Thailand spread I would have probably had this across 2 spread such as I would had included the image and the body of text spread across one page and utilised the space clearly and effectively and then would have had the top days out in another spread and perhaps included a few more.

How was my time keeping?

My time keeping for this project was good, I worked on the pieces one at a time having conducted clear and concise research before completing the imagery for the spreads I had already conducted my research and had a vision for what they would look like which helped me to produce images that I knew would work for the spreads.

How was my analysis of the brief?

The brief was very loose and did not give an awful lot of guidance therefore I focused primarily on this quote – “You should use mostly your own imagery and wording, but can supplement this with found images and texts. Please make sure that you reference this clearly in your sketchbook or within the spreads as appropriate.”

Which stated that it would be preferred to use your own imagery therefore I insured all imagery and wording was my own which I think makes for a stronger and more unique portfolio piece.

You should get your format for the page measurements from a magazine of your choice and then present the spreads as mock ups within the magazine. No A sizes will be accepted!

This is also something I took literally and insured that I used the sizing provided through Tatlers advertising requirements.

How was my research?

I researched a lot for this particular project. I started of with broad research into general topics and general spreads firstly to get inspiration of more creative magazines and just to get some background on how I should be thinking when starting this project. I think my research into layout design was very successful and helped me to form opinions about the other designs I looked at after this point. When researching other travel magazines I was then more aware of the layout techniques being used throughout which helped me to analyse and draw conclusions.

How did I draw conclusions from my research?

In two of my spreads I did my best to use the Golden Section Technique as I found this effective in the spreads I looked at although I did break this mould for the last 2 spreads. Having looked at this now I actually think that the ones that I used golden section on where possible more easy on the eye and more successful so this is something I can consider for editorial design in the future.


How did I use experimentation during the project?

For this project I experimented with different typefaces to start with I thought this was the best way to start to insure that I had a format for all the different spreads. I also experimented with the placement of imagery and type around the page as I think this is the most difficult thing to make look good in a spread as the placement needs to be balanced.

In what ways did I show that I had achieved the Learning Outcomes? How can I improve this next time?

Below I have highlighted the Learning Outcomes I believe I have covered and a explanation as to why I think this.

Specific Outcomes

1) An increased awareness of the constraints of a design brief.

I think that my evaluative and analytical skills of briefs throughout this project have been good having constantly considered the brief through out and referred back to it throughout the project for guidance to Typography, Layout and Measurement requirements.

(2) Developed a deeper understanding and evaluation of solutions to a design brief that encompass set criteria.

As above, I think I have been evaluative throughout this project and insured that the brief specifications have been met through my imagery sourcing, Typography investigation and measurement research.

(3) Increased awareness of the history of typography including traditional typographic terminology and how it has been adapted to modern technology.

This is something that I have considered a lot through out previous projects so feel I have a good understanding of this. I used typographic terminology through out my blog specifically in my blog post “typeface choice”/

(4) Developed a greater awareness of the connotations of typeface choice and be able to justify decisions across a wide range of applications.

Again, this is something I put a lot of consideration into when completing a design brief and think that my research into the existing typeface choices throughout Tatler Magazine and other magazine research helped me to complete a successful final typeface choice throughout and even in some cases using unique typeface combinations to provide balance to a piece.

(5) Developed an increasing awareness of contemporary typographic trends and innovative developments.

Through my research I looked into different styles of type through contemporary design and also apposing design styles. I understood the trends and insured that my designs would not be considered dated or un nesserery through typeface choice.


(1) Developed their ability to solve design problems within the structure of a design brief.

I feel at every stage of research and development of the pieces I have created I have solved problems that have arisen. Throughout my blog I justified why I made changes that I did to fit the design brief effectively. 

(2) Developed awareness of the concepts and practice of graphic design needed to underpin the creative process.

My creative process is clear throughout my blog and this is always something I contribute to a strong final piece. My design process has always been very simple. Analysis of the brief, Research into subject field, Research for inspiration, Sketching or thumbnails, Design and Development, Refinement, Final, I think this process is shown clearly throughout the blog. 

(3) Applied the practice of thorough and relevant research as an aid to the development of individual creativity.

My research started of broad in this project and as I got nearer to deciding the direction of the design I then refined the research into looking at research as inspiration for my final pieces. 

(4) Begun to understand and use skill, and critical judgement when choosing and using type, which will allow creative freedom in their design solutions

Throughout the design I would insure that all the typography was clean and worked well, In any design if type does not sit well or look right I manually adjust to insure that the lines sit in a formatted and clean way. I also tried and testing many typefaces and made comparisons with works already out there to insure I came to a unique yet uniform final design decision. 

What parts of the project did I enjoy most? Why was this the case?

I enjoyed the photography and the typography of this project. I felt although I decided to follow traditional magazine spread techniques and choices I have a lot freedom when it can to photographing and also thought it worked well to research and give myself a vision before completing photography so that I could do this accordingly.

At what times did I work best? Why might this be the case? How can I ensure that I work well at all times?

Although this is something that I have mentioned in previous projects I always find it increasingly difficult to stay focused and driven through the middle of a project. I tend to be very excited and driven towards the beginning and research lots and nearing the deadline I get very driven to finish the pieces and always have a slight dip towards the middle although this was not the case for this project, I think this was because the project lent itself to being separated into 8 clear parts. Photography for Spread, Layout of spread and this was the case 4 times over with each spread which was nice as it felt like 4 separate projects therefore equally exciting.

What areas inspired me? Why was this the case?

Looking at real life magazines was a lot more inspiring for me that looking on Pinterest of bechance at other designers takes on this. It made it more apparent what is out there in the real world and showed how these differ which I think I forget to do quite often.

What areas were challenging or difficult?  Why was this the case?

I think the typography colour stage was the most difficult part of this project due to the fact the images contrasted in colour therefore I had to insure I chose the right colours when having the vision of the text being laid over the image rather than underneath or around the image but this is something I managed to solve in some cases such as the Find France spread.

How can I go about developing and improving the parts I found difficult?

I could develop these ideas by spreading the information across different pages to insure that there are minimal and clean. This is something I really like in design and that using space effectively is very professional and modern therefore this is something I would task for next time.

Finals – Mock Ups

These are my final mock-ups for the summer spread designs. I decided this was the best way to see it as a real life product and it actually works really nicely in my opinion.
The only problem with doing it this way was that I had to have the spreads slightly further over as the angle of the image would hide some of the text in the guttering, This is something I considered for the real spreads and did take into consideration a guttering measurement but the gutter for this hides a lot more than it does in the prints but…

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This is my first spread that I created about Thailand with my own photography from my travels this summer.
I thought that this spread was interesting and information and I think although it included a lot of information and in my opinion still think it looks clean and the photography is still at the for front of the design.
One I had chosen the typefaces etc I knew that this would need to be something I transfer


This spread willl be based upon my trip to the South Of France… I think this is a hot destination for middle class families and think it would be really interesting to have something closer to home and more affordable in the issue.
I wanted this final one to be really simplistic as I wanted to use a more detailed image.

I sorted through the images  I had from my trip and refined to the images below to choose one that I would prefer for this spread and that could work really nicely in all areas.

The image I liked the most is the image with the lavander colours bench, For me this represents france and the rustic, pretty little towns.

I did try to use this image but wanted an image where the text could be layed over.

This was my first attempt at doing that.

As you can see I tried this in a few different variations in different spaces but the problem was with this image the colours are too contrasting, There is a lot of dark and light colours near to eachother so none of the colours I attempted worked – I tried making this black and white but with no luck. Screen Shot 2017-05-29 at 20.04.19.png

This actually helped with the visibility of the type – I am using the same typefaces as my other spreads as I want them to be very uniform as a series of spreads.

Although I liked the way this looked I was not too pleased with the way everything sits, I wanted a bit more of an interesting image.

The South Of France .jpg

I chose to use this image as it had brilliant depth and would work really nicely for the final spread. I decided as it was something I had not done with the other images that I wanted to include an image across both pages of the spread.

I utilised the bottom, green, folage part of the image to place white text as it was dark enough to do so.

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I really liked the way this sat on the page it was really simple and gave the focus to the photography and gave people a feel for what france looked like and I think the image says a lot about the country. It comminicated the rustic towns and stunning views and just in general everything that dipics france.

I then just wanted to add a small caption/sentance/quote and also a small subtitle.
I decided to place this oppersite the title on the other page and make it look similar in the layout as I felt this balanced well.
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I would ussually experiment with this sort of thing but I am actually really happy with the final outcome of this peice.

I like the way the space works and think it is really effective and clean. I like the balance of the two pages when presented together and overall think it communicates the feel effectively.

DPS 3 Development

This DPS is going to be on my trip to australia written more generally about what australia is like.
I will be writing a short artical about what it is like there and also about things to do, For this one I decided that I wanted something a bit different but still along the same lines.

This is the main image I decided to use for the title page.I just liked the colours and also the compesition of the image lends itself to have type in the sky part of the image.


I cropped it down to still include the boat to give a focus to the image, I then decided I wanted the title to fade into the image so I decided to create a box of gradient which fades from white to clear that fades into the image, I really liked the effect this gave so I placed some type over but felt it was to simple, I wanted to make the type more interesting so considered having different colours etc and decided it would suit the opulant theme to have a gold title.
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I popped the type into illustrator and made it into onlines and a compound path – I then used a gold backgeound in a clipping mask to create the gold lettering.

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The end was slightly too light so unvisible. I moved it to a darker part of the picture so it looked a bit more visible and overall more effect.

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I then created the other page with a short artical about the visit to Oz and added some pictures that are relative to the points I make throughout the artical, I think it is interesting to include some images that relate to the artical to make the communication more clear and move the readers eyes around the page as they read.
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DPS 2 Development

This spread will be in the same edition of the magazine, therefore, will also be based on travel, This one will be called “Chic Travel Essentials 2017”. It will be aimed at Women as this is the main target audience for Tatler Magazine. I will also be using more up market products in this spread as I feel this fit with the theme of tatler really nicely and suits the audience.

So I came up with 10 things that I would tend to have in my travel essentials for my holidays and came up with a layout that I would like for this as you can see I set up a little layout sketch that would give me a feel of how I wanted it to look.

Screen Shot 2017-05-26 at 14.20.26.pngI started off by having pictures with the small captions to say what it is and where you could get this from. Although I wanted to challenge myself to create something content heavy and interesting I did not want it to look too crowded therefore I am trying to make the effort for it too looks clear and work nicely.
After much deliberation, I decided I would create a spread that had one side dedicated to the images and the other with the type, I think this read a lot more clearly and also gives one side more “room to breath”.

I am really fond of the layout of this so decided that I would pull all the resources together in this layout.

The first thing I did was collected information of each item I wanted to feature and then found images, I collected found images as this is something that would be provided as this would be a form of advertising for the companies involved but this is the only spread I will be using found imagery for.

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I then used Photoshop to remove the background of each image and continued to save them as PNG’s, This was now ready to use in the spread.

I then laid everything out on the page in a correct order that would make sense to the reader, I also used the type as I wanted everything to flow really nicely and I was really fond of the effect it gave.

I decided to have all the titles in the same blue but the information int he black as this is the equivalent of the body text for this spread.
I was really happy with the layout but the issue I have was I felt as if the type of the numbers was to bold and bulky.

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I always try to use the same typeface on things like this but decided I would change the numbers and I actually really liked the effect,

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I really liked this effect and felt it worked really nicely, I then also changed the typeface on the date in the title to tie it all together a bit.

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I also made a vector of an airoplane in illustrator and placed it in as an extra detail and also to fill up the empty, odd space in the spread.

I am really happy with this and think it works really nicely, Looks really clean and effective.

I think that the colours work well to connote a holiday as it is picked from the ocean colour in the other image.

DPS 1 Development

With this double page spread I wanted to use the grid system that I invstigated in my previous blog posts. I tried doing this in 2 different variations as I was not sure weather I wanted the title or the image to balance the left side to the right side with the body of text. The white text was not visible enough and neither was the black therefore I added a low opacity box of a colour that complimented the imagery in the background to give and clear and consise body of text which although I felt this worked nicely it was not as balanced as I would like – I thought it was rather to type heavy at the top and although there was imagery at the bottom it did not work as well as I would have liked.

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I then tried to place all the text slightly more into the centre to give a more balanced feel, I then decided I was not keen on the blue background for the typography so to make it more ledgeable I decided I would use an image for the other side.

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I decided I would try a more boxed layout with a image background on one side, I did the same thing with the body of type as the previous one but made it black and gave it’s own page which I liked, I also decided that the boarder around the image looks to

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I then created this layout with another one of my pictures from Thailand. I chose this picture because I felt as if the boat in the image drew more to focus to the bottom of the image therefore giving us more balance from the top of the image with the title, I then decided I did not like the way the left aligned title was top heavy compared to the body of text so decided I would try the left hand page on the 2nd spread example.

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I really liked this final example and thought it worked really well, It gave a really clear and interesting feel rather than the plain left aligned type etc.

I think it looks really balanced and easier on the eye.

I am really pleased with this one inparticular and think it would work effectively as an artical.

I decided I would create something where both sides has more information on, It just seemed a bit of a waste of page by not have any information on the left title page.

I wanted to challenge myself to create something with a little more content this time, I decided to do a page which showed the top 3 day trips I went on in Thailand. I tried to do this in more of a general sense so included some that you could do in any part of Thailand.

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I thought this was really effective and as a majority of the photography was completed in one day, therefore, the colours etc go together really effectively and I am really happy with them – I think they work really nicely and are really effective, I think it looks a lot more full and less sparse although I did like the use of space this looks much more professional and I really like it.

Tatler Sizing

Through the advertsing agency for Tatler I managed to get the correct sizes for there spreads with the bleed etc..

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I will be creating my layout designs with a mix of photoshop and indesign as indesign has brilliant facilities for layout design and I will use photoshop to edit any images I need to for the double page spreads.

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I started my spread by setting up a document in indesign with these measurments..

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I added a 3 mm bleed on all sides in the bleed and slug option… Now I will go onto creating my double page spreads.