Magazines’ ceasing publication seem to have become accustomed nowadays when printing costs increases heavily, advertising sponsorship declines and investors pull back their funds… Besides, the greater enemies of magazines, internet and new media, compete fiercely in this area by their rapidness of information communication. This situation presses hard upon traditional magazine culture and paper-media, so that they have to drop their ideal of running journals to the bottom line of survival. This thesis, regarding “Design Magazine” as objects and their “Visual Images” as entry point, discusses the design strategies which could individualize the design magazines to improve their comprehensive competitiveness and thus lead to commercial success. The thesis firstly summarizes the present situation and problems based on the research of local market (Shanghai is regarded as the main site) of design magazines and journals through data analysis and case studies. Meanwhile it describes the characteristics of magazine media and the industry, summarizes design magazines’ features of content, form, audience and the operations, and tries to sum up the challenges and potential opportunities in this local market. Besides, the thesis lays much emphasis on the importance of improving the visual image of a design magazine, summarizes the pattern language of every elements of visual image and people’s perception habits to them as well. After that the thesis conducts a detailed analysis of the design magazines which contain successful individual visual images, trying to find out the systemic methods which helps the magazines holding the balance between their own visual identities and their concepts, contents, target audience and market tastes. On this basis, the thesis explores the possibilities of several visual image modes according to the various trends design magazines follow. The research comes to a conclude that a perfect magazine visual image which includes magazine’s visual design and the expression of its brand culture will enhance the competitive power of it greatly. As carriers of professional design information and design culture, design magazines need more mature visual images to gain the attention and recognition from audience and thus exert more influence on media. This is the fundamental point to operate a design magazine. Meanwhile, the visual image of a magazine should consider both definition of the magazine itself and the market demands; select the appropriate media forms and visual modes to form an individualized recognizable media brand which could gain the consumer approbation, so as to really enhance their competitiveness. This thesis finally presents several design magazines’ trends of visual image, such as “booklize”, ”collectanea”, non-paper media and other low cost forms which could correspond to the trends of design magazines and the market, to meet different needs of the audiences from different status.
La tesi rientra nel progetto di doppia laurea POLITONG fra la Tongji University di Shanghai e Il Politecnico di Milano, Facoltà del Design. Corso di Laurea Magistrale in Product Service System Design.
A Study on Design Magazines’ Individualization of Visual Image and Identity
LI, XIAOYI
2009/2010
Abstract
Magazines’ ceasing publication seem to have become accustomed nowadays when printing costs increases heavily, advertising sponsorship declines and investors pull back their funds… Besides, the greater enemies of magazines, internet and new media, compete fiercely in this area by their rapidness of information communication. This situation presses hard upon traditional magazine culture and paper-media, so that they have to drop their ideal of running journals to the bottom line of survival. This thesis, regarding “Design Magazine” as objects and their “Visual Images” as entry point, discusses the design strategies which could individualize the design magazines to improve their comprehensive competitiveness and thus lead to commercial success. The thesis firstly summarizes the present situation and problems based on the research of local market (Shanghai is regarded as the main site) of design magazines and journals through data analysis and case studies. Meanwhile it describes the characteristics of magazine media and the industry, summarizes design magazines’ features of content, form, audience and the operations, and tries to sum up the challenges and potential opportunities in this local market. Besides, the thesis lays much emphasis on the importance of improving the visual image of a design magazine, summarizes the pattern language of every elements of visual image and people’s perception habits to them as well. After that the thesis conducts a detailed analysis of the design magazines which contain successful individual visual images, trying to find out the systemic methods which helps the magazines holding the balance between their own visual identities and their concepts, contents, target audience and market tastes. On this basis, the thesis explores the possibilities of several visual image modes according to the various trends design magazines follow. The research comes to a conclude that a perfect magazine visual image which includes magazine’s visual design and the expression of its brand culture will enhance the competitive power of it greatly. As carriers of professional design information and design culture, design magazines need more mature visual images to gain the attention and recognition from audience and thus exert more influence on media. This is the fundamental point to operate a design magazine. Meanwhile, the visual image of a magazine should consider both definition of the magazine itself and the market demands; select the appropriate media forms and visual modes to form an individualized recognizable media brand which could gain the consumer approbation, so as to really enhance their competitiveness. This thesis finally presents several design magazines’ trends of visual image, such as “booklize”, ”collectanea”, non-paper media and other low cost forms which could correspond to the trends of design magazines and the market, to meet different needs of the audiences from different status.| File | Dimensione | Formato | |
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2010_07_LI_Xiaoyi.pdf
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https://hdl.handle.net/10589/6023