Hello. This is Takita from the design department.
Before I became a web designer, I worked as a salesperson in the apparel industry. It's hard to imagine now, but back then I was in the store dressed in what was called "fluffy, frilly, popular" clothes. Maybe that's why on my first day at Monosus, the CEO, Hayashi, said to me, "You don't look like a Monosus!" But now I think I blend in perfectly!
Since joining the company, I have been exposed to a variety of design genres, but personally, I am always drawn to glamorous designs for women. Recently, I have been entrusted with creating banners for long-awaited women's fashion items, and my interest in "feminine designs" has increased more than ever. So this time, I would like to focus on the designs of "women's fashion magazines," which I often refer to when creating websites, and analyze them from a designer's perspective, making use of the experience I gained from reading them during my time as a salesperson.
First, let’s group women’s fashion magazines.
Women's fashion magazines cover a wide range of tastes, and bookstores stock a wide variety of magazines. Since there are so many, we have decided to first group them according to taste and target audience.
*These groups are for convenience in order to analyze the designs. Please note that the content changes from month to month, so it is difficult to make a general statement.
We mapped the target age group on the vertical axis and fashion taste on the horizontal axis. The definitions of "red text style" and "blue text style" are as follows:
Red letter style : Refers to a feminine, pretty, older woman fashion.
The term "popular" is often used, but even within red-letter magazines there is a division between cute styles and cool styles.
Aomoji-kei : Refers to styles with characteristics opposite to those of Akamoji-kei, such as Harajuku fashion, which favors unique and stylish styles. In this classification, mode and casual fashion are also considered to be closer to Aomoji-kei, in the sense that they are the opposite of the popular style.
We grouped magazines with similar themes together on this distribution chart and divided them into the following 9 groups. We will now look at the design characteristics of each group.
- Street Style
- Natural & girly style
- Gal type
- Cute
- Career
- Conservative
- Ele-casual
- Adult casual style
- Mode
1. Pop and colorful! "Street style" for teens
"Zipper" August 2016 issue, Shodensha Publishing ( Amazon ) (left)
"KERA" September 2016 issue, Mall of TV Publishing ( Amazon ) (right)
A Harajuku street magazine aimed at teenagers to those in their early twenties. It also features punk and gothic lolita fashion, and is popular among teens who like unique styles.
Like the model image on the cover, the pages are full of pop, cutely detailed typography and colorful textures. There is almost no white space, and the pages are covered in stitching, embossed letters, textures, and other decorations.
Also, there are a lot of images on each page, including plenty of cutouts of models and item images. This cluttered feel is just like the atmosphere of the popular shops you'd find on Takeshita Street in Harajuku.
font :
The basic font is Gothic, but handwritten fonts and decorative fonts are also used extensively.
color :
A colorful combination of multiple highly saturated colors.
Layout :
A lot of elements are packed into one page, giving the impression that it is packed with content.
Excerpt from "Zipper" August 2016 issue, Shodensha Publishing, published June 23, 2016, P76, "Zipper CULTURE STATION" (left)
Excerpt from "Become a part of it! Yoji's Fashion Picture Book vol.5" on page 84 of the same magazine (right)
2. Likeable girls! "Natural & girly"
“non-no” September 2016 issue Shueisha Publishing ( Amazon ) (left)
"Mina" September 2016 issue, Shufunotomosha Publishing ( Amazon ) (right)
Aimed at those in their late teens to twenties. Introducing a girly, not over the top "fashion" look. Introducing refreshing, clean and feminine coordination.
There are a lot of images, but the decoration is simple to create a natural impression. The text color of key items is often changed, or the text is often white against a solid color. Even the pages that have a colored background are pastel-colored instead of patterned, giving them a girly image.
The font used is thin gothic with wide spacing between letters, giving it a feminine feel.
Additionally, many of the model photos are taken in locations with green backgrounds reminiscent of parks, giving off a refreshing impression.
font :
A Gothic font is used throughout the book, with thin, widely spaced letters.
color :
Many colors are used, but they are all pastel colors. The use of highly saturated colors for the text adds a lively teenage impression.
Layout :
The site is packed with photos, but there is more emphasis on model photos than street photos.
Excerpt from "Non-no" September 2016 issue, published by Shueisha on July 20, 2016, p. 48, "The difference between "normal" and "above normal" summer college students!" (left)
Excerpt from "1&2 vs. 3&4: TPPO Correct Coordination for Summer Vacation for University Students" on page 85 of the same magazine (right)
3. Savvy and sexy! The "gal" style shows off a lot of skin
"S Cawaii!" September 2016 issue, Shufunotomo Publishing ( Amazon ) (left)
"JELLY" September 2016 issue Bunkasha Publishing ( Amazon ) (right)
A magazine aimed at gyaru girls in their late teens to twenties. In the past, gyaru girls were known for their dark skin, but nowadays they are all models with fair skin and natural make-up. The flashy impression of primary colors is gone, but they still show a lot of skin.
Pages that use black text in a heavy font stand out. This tightens the impression of the page and creates a strong, clear atmosphere with strong contrast. Most of the text is black, but the title uses a slightly unusual typeface to add an accent. (Gyaru magazines are sometimes called "black text" magazines.)
Cursive English letters are used here and there as decoration, giving it a cool image.
font :
This one also uses Gothic font as a base, but the title is accented with a slightly unusual font. The weight is also heavy.
color :
The base is black and white with highly saturated colors added in key areas.
Layout :
In addition to shots of models, there are a lot of cut-out images of products, so it's cluttered, just like street fashion.
"S Cawaii!" September 2016 issue, Shufu no Tomosha Publishing, published August 6, 2016, p. 20, "My ideal is a bad girl BAD GIRLY" (left)
Excerpt from "New simplicity with black and denim as the main colors" on page 83 of the same magazine (right)
4. Red lettering is popular! Feminine style "cute"
"CanCam" September 2016 issue, published by Shogakukan Publishing ( Amazon ) (left)
"Ray" September 2016 issue, Shufu no Tomosha Publishing ( Amazon ) (right)
A representative feminine magazine aimed at women in their 20s. It focuses on sweet, "loveable outfits" for both the office and private life, but recently it has also been publishing a lot of casual styles.
There are a lot of product shots and descriptions, and especially for items like shoes and bags, the images are lined up right up to the margins. This abundance of information is what makes it so appealing in red text.
The weight of the letters is thin and elegant, but the colors used for decoration are surprisingly vivid and gorgeous. There are also many speech bubbles without background colors.
font :
The title and text are basically written in Gothic font. On the feature pages, Ming font is used in some places to match the atmosphere of the photos. The weight of the letters is thin, giving it an elegant feel.
color :
The image is based on white, with pages in light blue and pages in pink, switching between each other.
Layout :
There are a lot of product shots, especially for items such as shoes and bags, which are packed to the very limit of the space, providing a wealth of information.
Excerpt from "CanCam" September 2016 issue, published by Shogakukan Publishing on July 23, 2016, P53, "2016 A/W 'Shoes & Bags' will be like this! Super Fast NEWS" (left)
Excerpt from the same paper, p. 62, "We asked the real 'THE OL'! These are the shoes and bags she really wants!" (right)
5. For both work and play! "Career" items for office ladies
"Oggi" September 2016 issue, Shogakukan Publishing ( Amazon ) (left)
"GINGER" September 2016 issue, Gentosha Publishing ( Amazon ) (right)
A magazine aimed at office ladies in their late 20s to 30s. It proposes coordination ideas for working women that incorporate intelligent and chic elements.
Images are used extensively, with one shot taking up an entire page, and even pages featuring only items have a limited number of images, making the publication look very neat and tidy.
The headings are in muted colors such as navy, purple, and burgundy. The use of darker, more intense colors in key areas gives the page a crisp, crisp look.
It features many authentic and simple elements such as lines, and the images have low saturation, giving it an overall chic impression.
font :
The titles often use Ming font.
color :
The overall color saturation is kept low, creating a calm atmosphere. The heading colors are all calm, such as navy, purple, and burgundy. The use of dark, deep colors in key areas gives the page a more sophisticated look.
Layout :
Most of the pages feature large images, with a single photo per page, and there is a lot of white space, making the layout look very clean. The balance of the text on top of the photo is stylish.
Excerpt from "Oggi" September 2016 issue, published by Shogakukan Publishing on July 28, 2016, p. 69, "Now is the time to master the 'best routine'!" (left)
Excerpt from the magazine, p. 176, "Feminine or cool? We'll tell you the right answer for autumn makeup!" (right)
6. "Conservative" - Elegant fashion and lifestyle
“STORY” September 2016 issue Kobunsha Publishing ( Amazon ) (left)
"Domani" September 2016 issue, Shogakukan Publishing ( Amazon ) (right)
Aimed at people in their late 30s to 40s. Introducing elegant and casual styles. Also, it's not just about fashion, it has a lot of lifestyle and gourmet elements.
What stood out was the vertical title in large Ming font with tight spacing between the letters, a style not seen in magazines of younger generations.
Although the number of items listed is rather large, the layout is designed to be easy to read and to keep the reader's eyes on the page.
Also, because there are many styles that use basic colors, the number of colors used in the decorations is increased to create a more vibrant impression. However, by using gentle colors with low saturation, it does not become too flashy and blends well.
font :
The headings are in Mincho font, and many of the titles are written vertically. The vertical letters are closely spaced and the font size is large.
color :
Perhaps because there are many fashion styles that use basic colors, the overall impression of colors is low saturation. Beige and navy blue are often used. Highly saturated colors are also used in key areas.
Layout :
This site also uses large photos, but compared to Carrier, it has a slightly larger number of items. The flow of the eye is well conscious, and the transition from the main photo to the item image is pleasant.
Excerpt from "STORY" September 2016 issue, Kobunsha Publishing, August 1, 2016, p. 124, "Collaboration with Vanneuf! A cardigan and feminine top set with a casually cute adult-faced SMILE is complete" (left)
Excerpt from the paper's page 136, "Do you know about the new big three shoe brands?" (right)
7. "Ele-casual" for quality-conscious adult women
"Otona MUSE" September 2016 issue, Takarajimasha Publishing ( Amazon ) (left)
"BAILA" September 2016 issue Shueisha Publishing ( Amazon ) (right)
The target audience is people in their late 30s to early 40s. It introduces high-quality fashion for the adult generation, and often features brand jewelry and accessories. It is said that "Otona MUSE" was the forerunner of the recent trend of luxurious supplements.
The font is mainly Mincho, but it is well balanced with the Gothic font used for the headings and decorations. The color scheme is mainly monochrome, which makes the colors of the images stand out.
The photos of people are especially low in brightness and saturation, giving them a stylish yet natural, everyday look. Product images and food pages are brighter and more vivid.
The decoration is simple and clean, with just one thin line.
font :
The majority of the fonts used are Mincho, but they are well balanced with the Gothic fonts used for headings and decorations.
color :
The typography is primarily monochrome, allowing the colors of the images to pop.
Layout :
It is impressive that the photos of accessories and shoes are large, while the relatively small images are neatly arranged to give a clean look.
Excerpt from "Otona MUSE" September 2016 issue Takarajimasha Publishing 2016/7/28 issue P34 "WHAT'S THE NEXT TREND Autumn trends predicted! What will you wear next?" (left)
Excerpt from "MY STANDARD: Asking Seven Stylists, 'My Everlasting Standards'" on page 46 of the same magazine (right)
8. "Adult casual" style that is sensitive to overseas styles
"CLUEL" July/August 2016 combined issue, published by The Books Publishing ( Amazon ) (left)
"GISELe" September 2016 issue, Shufunotomosha Publishing ( Amazon ) (right)
Aimed at people in their 20s and 30s, both magazines have a casual feel, but "CLUEL" focuses on natural styles with a focus on high-quality basics, while "GISELe" features the latest, sharp styles modeled after overseas celebrities.
The photography of these two books is very impressive. The overseas models themselves look good, but when I look at the way the light hits their faces and the shadows in the background, I always think they're really good.
The balance of image and text placement, the use of white space, and the simple, girly title decoration are also useful references. The choice of English fonts to match the atmosphere is also great.
font :
Since it introduces the latest styles from overseas, it uses a lot of English text, and most of the headings and layouts are in Gothic font. There are many centered headings.
color :
The simple black heading on a white background makes the product image stand out. The background colors used are also familiar, such as light gray and beige.
Layout :
The way that "CLUEL" arranges product images is unique, and the pages that are arranged like web pages are impressive. "GISELe" deals heavily with images, overlaying text on Instagram-style photos.
"CLUEL" July/August 2016 Combined Issue, The Books Publishing, Published June 20, 2016, P64, Excerpt from "Are You A Preppy? How to wear a classic shirt in a preppy way" (left)
"GISELe" September 2016 issue, Shufunotomo Publishing, 2016/7/28 issue, p.95, excerpt from "How to match new colors: Basic clothes in new colors you'll want to wear now" (right)
9. "Mode" - Full of the latest trends
"GINZA" August 2016 issue, published by Magazine House ( Amazon ) (left)
"ELLE JAPON" September 2016 issue, Hearst Fujingaho Publishing ( Amazon ) (right)
As it is a fashion magazine, it is aimed at a wide range of age groups. As it is similar to a collection magazine, you can stay one year ahead of the latest trends. It is highly specialized, so many readers are from the fashion industry and vocational school students.
It is classified as a collection magazine, so it contains artistic and brand-oriented pages.
Although the content is highly specialized and contains a lot of text, such as analysis and explanations of trends, there is often a clear distinction between images and text, which shows that the content of the images is treated with care.
The magazine also uses many bold techniques, such as reversing the text direction and using illustrations in the headlines, that you won't find in other magazines.
font :
Gothic font is used as the basic font, but various fonts are used to suit the atmosphere of the page. Mincho font is often used for headings.
color :
The design is mainly black text on a white background, but the vivid accent colors stand out.
Layout :
Many of the layouts have a clear division between images and text. Many of the cuts have a strong brand image, which shows how much care is given to the image.
"GINZA" August 2016 issue, published by Magazine House, July 12, 2016, p. 142, excerpt from "Go! Continuer! Ambition of Glasses" (left)
Excerpt from the magazine's page 150, "If you can look great in just one piece, it's the ultimate summer! My own makeup for the day I wear a T-shirt" (right)
Summary: Design Expressions Revealed in Women's Fashion Magazines
Although the design expression differs depending on the magazine, taste, and target demographic, by analyzing all nine groups, the following trends emerged.
font :
The red-letter series mostly uses light, thin characters, while the blue-letter series uses heavier characters to create contrast. Teen magazines mostly use Gothic fonts, but as the target audience grows, the number of Mincho fonts tends to increase. Vertical lettering is also used.
color :
This depends greatly on the season of the publication date, but I feel that the use of warm colors is particularly high for red text and cool colors is high for blue text. Magazines that propose unique fashion styles such as mode and street styles use vivid colors to accentuate the pages.
Layout :
Teen magazines and red-letter magazines seem to have a particularly large number of images and little white space. In contrast, blue-letter magazines, which are targeted at a higher demographic, tend to emphasize the atmosphere of the photos, with larger images and fewer images. There are also many places where they use a lot of white space.
Up until now, I had only been interested in fashion items, but after reading through them like this, I realized once again that each magazine has a design expression that matches their own taste. By analyzing and mapping the design of each magazine, I think I will be able to narrow down in detail the magazines that are perfect for my target audience in future web production.
From now on, I would like to get ideas and hints from fashion magazines and use them in my work, incorporating typography, color usage, and other expressions of "feminine design."