Monday, January 28, 2013

Nat Geo / Erin O'Quinn

In this special edition of National Geographic, the entire issue is about the best scenic drives around the world. Here's the table of contents.
It follows the same style of design as the cover. It isn't perhaps the most orderly, but I think it is definitely working here. The size and colors determine the visual hierarchy, with the big blue words summarizing the content and also claiming the most attention. The page numbers and the rankings share the next level of hierarchy, and the description comes last. They also draw attention to the important stuff by using the bold version of Gotham, and they saved the descriptions for regular Gotham. They also chose to use negative leading, which works in this instance because there are essentially only four categories, and the point size and bold style is big enough that they can get away with compromising that real estate. Plus the color changes aid in separating the words even with the negative leading.

This table of contents is intended to communicate to audiences of all ages, but it probably particularly focuses on baby boomers who are taking the time to travel now that they are of the retiring age. The large point size aids in that communication. I think this design is a nice break from what I am more used to seeing with smaller, finely sized type and lots of negative space. It is still well designed and I really enjoy the sizes and colors, which is sort of a reminder to me to explore all possibilities instead of reverting back to a very organized, clean and sort of swiss looking design. It is inspiring to me because it's bright and fun, without looking childish.
The magazine itself is a bit smaller than the average magazine, and all of the pages use a glossy, basic magazine type of paper which also exhibit large, beautiful photography.



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