Magazine design. Pivot line problem. Part 1

Independent spread in magazine design

One of the biggest problems in magazine design is the facing line between the pages. This is especially true for illustrated magazines, which have a lot of images, headlines in different fonts, and quite a lot of advertising. The design of the magazine, on the one hand, as a whole, must be subordinate to the general concept, and on the other hand, each spread must follow the rules that will make it readable. When the facing pages are independent, for example, they have two completely different articles printed on them, the task becomes much easier. However, the production of magazines in modern conditions suggests quite big sizes materials that need to be placed on several pages. In addition, almost always, with the exception of literary magazines, the materials are provided with a significant number of photographs. In such cases, in order for the reader's eyes to move from one page to another within the spread, it is necessary to build a kind of graphic bridge that facilitates this transition.

Connecting elements on spreads for different magazine designs

For these purposes, the title of an article or illustration can be placed so that one part falls on the left and the other on the right page of the spread. In magazine design, this technique is used quite often. However, its use must be approached with special care. So if a heading is used as a connecting element, then the separation by the turn line should be done not by letters, but by words. The production of magazines with a deviation from this simple rule, unfortunately, still happens and this makes reading the material uncomfortable. When the pivot line crosses the photograph, the separation should not run across the person's face or figure. It is advisable not to divide the image in half. It is better to let one part of it be a little larger than the other. Of course, this does not apply to those cases when it occupies the entire turn. It must also be remembered that during the printing process and subsequent binding of the pages, there may be a slight horizontal shift. Although most modern printing houses have practically coped with this problem.

Making magazines today is impossible without advertising. Most often it is placed on the left side of the turn. When the right side starts new material, it will be very different from advertising. In such a combination, the reversal is no longer perceived as a whole, but in this case it is quite normal. Here you can draw parallels with the book, in which the beginning of the article will be perceived as a new chapter. In addition, advertising today is more often visual, and the reader's gaze, stopping at it, rests from continuous reading of the text.

One of the most popular and sought-after advertisements is advertising in the press.

As you know, the most profitable placement of information about a product or service is on the first and last pages. To place your advertisement there, you need to pay a lot of money, but manufacturers and firms are ready for a lot, if only their product becomes popular and recognizable.

And the spread of magazines is not only a profitable place for advertising, but also provides a wide field for imagination and activity. The photos on spreads can be placed in such a way that they will look very unusual and original. According to studies, advertisements placed in the press have a slightly more positive effect on consumers than advertisements in other places. Advertising in the press is unobtrusive, and at the same time effective.

We have selected the most original and interesting, in our opinion, ways of placing advertising information on spreads of glossy magazines.

1. DHL (postal company) advertisement.

This advertisement focuses on how quickly and without problems you can receive your package. "Chip" advertising in a transparent sheet, which depicts the package. Flipping this sheet back and forth, the painted package, as it were, passes into the hands of the recipient.

2. Advertising Smuckers (manufacturer of jams).

3. Advertising MacBook.

The creators of this advertisement used two unusual ideas at once, and both turned out to be successful, since this advertisement became very popular. Picture of ultra-thin macbook laptop, which is advertised here, was printed almost life-size. First, thin magazine pages suggest that the laptop is very thin. Secondly, the images of the display, lid and keyboard are arranged in such a way that everyone can try on how this laptop will look on your lap.

4. Advertising Sul America (insurance).

Insurance company Sul America makes sure that its customers do not spend money where it can be saved, and offers medical insurance. Turning over the page with this advertisement, it seems as if you have torn the banknote, which is depicted in a certain way, so to speak, piece by piece. The company's slogan is: "Even if you accidentally broke a dollar, Sul America will not let you go broke."

5. Advertisement for Thinh Furniture (furniture manufacturing).

And this ad will surely appeal to those who love a variety of paper crafts. Turning the page, you get miniature models of a chair, table or wall shelves. Perhaps Thinh Furniture wanted to show that making furniture for them is as easy as turning the page of a magazine.

6. Advertising Adidas (sportswear).

This advertisement is very simple, but also very original. Pictures of girls in sportswear are located exactly in the center of the turn. Since the athletes are depicted in certain poses, when flipping through, it seems that they are doing physical exercises.

7. Advertising Clinique (production of cosmetics).

Every woman knows that the main property of a good mascara is the ability to make eyelashes long and thick. Advertisers came up with the idea of ​​simply cutting the page into strips, thus imitating beautiful eyelashes. Whether it is convenient to read such a “cut” magazine is unknown to us, but the advertising idea is interesting in any case.

8. Advertisement Arcor (chewing gum).

Gum chewers often blow bubbles during this process. The creatives decided in this way to show what size a bubble inflated from Arcor chewing gum can be.

9. Solarium advertisement.

This advertisement is not placed on a spread, but on two pages, going one after another. This method is also often used when advertising information should not be presented all at once, but in portions. The reader looks at the first page, the information on which is designed to intrigue. Typically, the first page of an advertisement does not include either the name of the company or the name of the product being advertised. You turn the page and see the "Clue".

This tanning bed ad made good use of this concept. On the first black-and-white page it says: "Look at this page - it is directed towards the light of the sun." On the second page, the image is already in color (the poppies have turned red, the sky is blue, the grass is green), and the inscription: “Look what use you can get from it.”

10. Advertising WMF (manufacture of tableware).

Every chef in the kitchen knows that beautiful cuts require perfectly even and uniform pieces. The front page of the magazine features two mirror-image photographs showing the precision with which products can be cut with WMF knives.

11. Advertising car Seat.

The principle of this advertisement is based on the same principle as the MacBook advertisement described above. The reader is invited to try for himself how this or that product will look in his hands. If you get a magazine containing such an advertisement, you can literally "take the wheel" and feel like driving a car.

- "Turn" program of the radio station "Echo of Moscow" "Turn" or "Turn" (eng. U Turn) film, 1997, USA, director Oliver Stone Turn (printing) two adjacent pages of the opened edition, left and right See also Turn Links ... Wikipedia

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Books

• Fairy creatures of Scotland. Collection of Fairy Tales and Legends (illustrations by Keith Leaper), Breslin Teresa, New Collection best fairy tales and legends of Scotland, perfectly conveying the atmosphere of the fairy-tale world of Scottish folklore, the unique ancient traditions and the spirit of this special country. Over 100… Category: Tales of the peoples of the world Publisher: Kind book,
• Snow White and the Seven Dwarfs (illustrated by Charles Santore), Grimm Jacob and Wilhelm, The most beautifully illustrated version of the Brothers Grimm fairy tale to date, which has become one of the most popular fairy tales in the world. Luxurious illustrations by Charles Santore (18 huge… Category: Tales of foreign writers Publisher:

Designers are well aware of the important role mockups play, especially when they need to demonstrate to the customer how the work will look, as they say, “live”. At the same time, many designers, especially beginners, find it difficult to draw a layout, especially if it is a magazine or book layout. Today on the Internet you can find many free layouts, or rather, mockups of various magazines. With the help of mockups, you can very quickly embed an already laid out page or photo into a PSD file. In this case, the finished illustration will look as if the viewer is looking at a real magazine.

In addition, the use of ready-made templates also helps the designer himself - looking at his work from the outside, it is very easy to notice flaws and errors. FreelanceToday brings you 15 free magazine mockups to showcase your work.

A very interesting pattern. Its main advantage is that the magazine looks as natural as possible - shadows fall on the pages, everything is very realistic. There are 3 layered PSD files with smart objects in total. Size - 2000x3000 pixels.

Created by designer Alejandre Cordozo, the mockup allows you to showcase your work from a variety of angles. This is one of the best templates and at the same time the easiest. To place your file in the template, just double-click on the green Smart Object and paste your work there. Excellent work by the designer, which has received many enthusiastic comments on Behance.net.

A simple layout of a magazine spread. After your image is inserted into the layout, all effects and styles will be automatically applied to it, so that the finished illustration will look very natural.

Free magazine layout by designer Daniel Zajatz. Includes 3 high resolution PSD files. Very interesting angles - this is sure to be noted by customers. In addition, the mockup can be used as the basis for creating an illustration for a portfolio.

Magazine spread by Chris Scholten. Great option for showcasing internal pages printed edition. The file size is 2500x1500 pixels. Mockup can be used in both personal and commercial projects.

This layout is suitable for those who need to show how the magazine will look like when you pick it up. Mocap is different high quality- The resolution is 300 dpi.

Photorealistic layout of a magazine spread. You can present your work in a very interesting perspective. A falling page spread is a very interesting idea. The file size is 3500x2300 pixels.

Another magazine spread. To insert your image into the layout, just double-click on the smart object, place your image and save the file. Everything is very simple, even a beginner can handle it. The layout is completely free and can be used in personal and commercial projects.

By downloading this mockup, you can show not only the magazine spread, but also the front and back sides of the cover. The layout is multi-layered, with smart objects. If you wish, you can change the background to one more suitable for your design. The size of the PSD file is 1920x1280 pixels.

Photorealistic magazine layout. Perfect for the presentation of glossy magazines with large illustrations on the pages. The file size is 3200x2300 pixels.

is a renowned feminist and body positivity activist. She has repeatedly advocated for women to accept their appearance as it is. The pop diva has been on a dozen covers, but in the October Vogue one of the most outrageous singers of our time appeared almost without makeup. The photo shows a large nose of a star, small moles and even folds in front of the eyes are noticeable. But the star's chest was clearly smoothed and tightened. It is interesting how Gaga herself reacted to such a “transformation”, because she does not hide stretch marks in this zone at all, or even boasts of them.

Kylie Jenner(Vogue Australia)

But the younger sister from the Kardashian clan on the cover of Australian Vogue is simply unrecognizable. Here she is young, natural and really looks at her 21 years. But it’s a pity that things are completely different in life: numerous plastic surgeries and overly bright makeup add an extra 5-10 years to the star. But who knows, maybe after a successful cover, Kylie will come to her senses and stop consciously aging herself.

Popular

Monica Bellucci(Esquire)

The main character of the August issue of the Spanish Esquire was one of the most beautiful women in history. The picture shows fine wrinkles, pores and other imperfections on the face of the actress. Still, Monica is already 54 years old, and making her skin perfectly smooth would be just stupid. But everything is not so simple! The face was not touched in any way, but the actress worked pretty hard on the neck. On the cover, Monica's neck looks smooth and toned, but in real life, it is this part of the body that mercilessly betrays Bellucci's true age.

Tess Holliday(Cosmopolitan)

The October cover of the British version of Cosmopolitan caused a lot of controversy on the Web. Someone called it a breakthrough in the world of beauty, and someone considered it propaganda of an unhealthy lifestyle and obesity. We, in turn, will not enter into a discussion, but will only say that appearing on the cover of a leading fashion magazine, exposing all the flaws of your body, is an act that deserves considerable respect. Bravo, Tess!

Alesya Kafelnikova(Tatler)

Believe it or not, this is an example of a cover where the star looks worse than she really is. Maybe it's an unfortunate shadow on the face, or maybe a little frowning look of the main reliable Russian modeling business. In any case, you do not need to conduct research to understand - in life