The Secrets of Magazine Cover Design

Poster-style cover, with minimal encroachment
on the celebrity image of Bruce Willis, for the launch
of Esquire in Moscow. Compare the way each face has 
been positioned on these covers.

The Secrets of Magazine Cover DesignLook and Feel: The way a cover looks is dictated by the publishing and editorial strategy that it is designed to put across. The poster-style adopted by Esquire for is launch in Russia is laid back and confident - with the contrast lighting giving a 'hard' feel to Die Hard actor Bruce Willis. Poster Designs are chosen by magazines that feel confident they are not facing great competition on the news-stand. However, even the top magazines will only use this style occasionally.

The men's monthly must use a face that is instantly recognizable, put the magazine in an international framework and appeal to well-off, aspirational readers. The photo of Bruce Willis for Esquire will have been taken by the one of the best photographers, it will be processed by the best repro houses and printed on very good paper by a very good printer - it will both look and feel glossy. Esquire in Russia on the hand will be sold in selected, upmarket outlets where it will usually be shown full-face on.