OUGD501 / PRIMARY RESEARCH

Once the first developments of the redesigned covers had been completed, primary research of a qualitative nature was conducted. This was to gain more detailed data rather than objective numeric data, as it would not be relevant. I conducted a questionnaire of two questions regarding two examples of magazine covers. The first one was the existing cover of That's Life, and the second was my redesigned version. I wanted to see if what I had done and the principles I had applied had been successful. 

What audience do you think this magazine cover attracts?

"Older women with a lot of free time"

"I would say women who don't work all the time, it looks like a daytime magazine, aimed at people dont want to work, 30s-40s."

"Working class women between 25-40"

"Jeremy Kyle type demographic"

Why is this?

"It focuses on issues that are very trivial and don't really matter in regards to the whole world, and the front page is plastered with it"

"Because of how spelled out it is, it's very bold and sometimes people need that to be interested in it. The colours and the type used - it looks quite cheap, and easy to access and understand, looks more exciting than it is because of how busy it is"

"Because of the wording of the titles, it's pretty dumbed down informal language. Imagery only features women rather than men. It's hectic layout comes across as unprofessional and aesthetically unpleasant which wouldnt appeal to a higher class"

"Uses loaded adjectives to attract drama"

What audience do you think this magazine cover attacts?

"More of a younger upmarket audience"

"Young professional women, higher class, with more independence and money with more social awareness especially for their own lives"

"Professional women who are into fashion, middle class"

"Higher class working professionals"

Why is this?

"Elegant photography and minimal organised design, not grabbing attention as rashly"

"Definitely the colour, the type is very nice and minimal and you'd be more drawn to the overall composition at first and be interested gradually than having to grab attention like the previous cover"

"Because of the model on the front is more beautiful, the sophisticated monochrome colour scheme and also the serif typeface"

"Looks more aspirational"

What I found from this research;

The design decisions applied to the redesigned cover have been successful and appeal to a more higher class. It was interesting to see that one of the answers assumed this would appeal to women who have an interest in fashion, however the content is not related to fashion at all. Clearly the choice of imagery and type, alongside the overall composition has an effect on the target market, as none of the content was actually changed except image.