Callum: Double Page Spread Analysis (Clash)

Clash Double Page Spread: “2009 Heroes” (February 2009)

The first thing that sticks out on this double page spread is the amount of white space on the page. There is a white border all around the page and there is a small amount of white space in between each photo and entry/article. This creates a nice, stark design which is extremely easy to read but, at the same time, looks professional.

In fact, the whole design of the spread is extremely simple, clean and professional looking. There are staged photos (presumably physically taken by an actual photographer) that stretch from the top of the page (besides the border) to the bottom. This means that the images lead the article and particular focus and attention is put upon them.

Then, instead of having the text elsewhere on the page's white space, a set of white boxes are overlaid on the images and the text is written on there. This means that the magazine is able to stick to the same colour scheme without having to worry if it will be readable on the background of the images featured.

Speaking of the colour scheme, the feature sticks to a loose three colour scheme. Barring the images, there is a colour scheme of black, white and green. It's extremely simples, effective, easy to read and fits the professional tone and audience they are aiming for.

The feature has banner headings and subheadings. The headings are the band names whilst the subheadings are discussing random quotes that are neither in the feature or particularly relevant. The aim, presumably, is to show a more humorous side of the bands and to give an interesting story. The bylines are underneath the headlines for the two half page entries and underneath the subheading for the full page entry. This is presumably because the half page entries have their headline at a smaller size which means the byline is more likely to fit in the initial rectangle than the lengthy subheading.

The text in the article is completely San Serif and almost completely black in colour making it look professional and easy to read. There’s also quite a far bit of spacing between words and columns in order to keep the easy to read style. The headlines (which are in Serif), pull quotes, drop capital and lead sentences (for the first entry only) are in bold. This creates emphasis and a nice clean separation from the rest of the article. Pull quotes, drop capitals and lead sentences are only featured in the first entry (the single page one), presumably to continue the heavy emphasis on the main band of the article.

The only time the black and white colour scheme is changed is for the “Fact Box” section. The title of both the box and the sections of it are white bold on a green background. This is presumably to make it stand out, draw attention to it for readers who can’t be bothered to go through the whole article and just want the important parts and to include the other colour in their house style.

The mode of address of the copy is rather informal. Using lots of chatty language (“Queens Of The Stone Age scrapping with The Futureheads”) and focussing less on the music in their introductory subheadings and more on interesting stories or random, out of context quotes (‘“We’re the best band in the world at enjoying tacos,’ says Patrick Wimberly.”) However, it’s still formal enough to fit their target audience (late 20’s early 30’s). It just helps engage them more.

From this double page spread we can use the informal yet professional method of address in our own double page spread, seeing how we are trying to appeal to similar audiences in our own magazine.

Chad: Similar Product Research: Clash Magazine

Issue 42

Issue 42 of Clash magazine uses an incredibly simple colour scheme of monochromes and gold. This is probably because it suggests the cover star (Jay-Z) exuding opulence, as gold and silver both have connotations of precious metals, and of being very expensive. This also ties in with the fact that Jay-Z is one one of the richest musicians/ producers in America, plus it suits his dark skin tone much more than it would suit pale skin. In addition, it makes the magazine seem much more mature and stylish compared with if it had been full of bright colours. It does seem rather masculine though, but, now I think of it, a lot of major music magazines do.

There is a white magazine logo masthead in the top left corner of the magazine. The magazine title is is a curvy, modern, sans serif font that is similar to all the other text other than it being more curvy, bigger and more stylized. There is a bar at the top with some an extra cover story on. All of this is the house style - the colours, content, and cover star change every issue.

Whereas on most music magazines, the cover stories take up and fill most of the blank space, on Clash the portrait does, which is unconventional.The cover stories that are there have headings that are bold, to add emphasis. The tone is slightly sensational ('Reveals All!'), and they use exclamation marks a little too readily, to make it seem exciting! Hmmm...

All of the text is on top of the moody close-up of Jay-Z which is conventional, and is possibly to show that the magazine is more important than him - or it could just be to make everything seem simpler, and more organized. The fact that he is in a moody pose makes him seem a lot more serious, powerful and masculine.

The magazine does not seem to focus one genre, as it features both a hip-hop modern megastar - Jay-Z, but refers to a Classic pop band - The Beatles. This could be to have as wide a target audience as possible, or because it is trying to cater to an audience who are mature enough to have listened to the Beatles, but who also like to keep up with new music too.

From this magazine, we might use a similar simple colour scheme; a similar simple logo; modern sans serif typefaces;  the usage of boldness to emphasise stories; and the multi-genre focus.