Table of Contents Mockups

 Mockup 1:

The creation of this mockup began with the biggest pieces- the masthead and images. The masthead is "Eudaimonia" referencing the name of the magazine. This creates a constant feature throughout the magazine. When a word is used often in relation to the magazine, a reputation is built. The font for the masthead is Yeseva One, the same as the masthead on the front cover. Using consistent fonts creates continuity throughout the magazine franchise and grows a trademark. The size of the masthead is 69.7, large enough to draw attention, but is not too large so that it takes up too much space. Directly beneath the masthead is the largest image on the page. This image is hand drawn and resembles the early stages of a fashion design. The idea behind this image is that a sketch is part of the beginning stages of a creation, just as the table of contents is at the beginning of a magazine. The sketch is rough and unpolished leaving room for change and variations, just as the table of contents allows for many different outcomes, or future articles. This sketch is inspired by designer Harris Reed's 2022 London Fashion Week show. The other image on the page is much smaller, placed in the bottom right corner of the page. This digitally-drawn image is of a bottle, once housing a skincare product, transformed into a plant propagation station. While the large sketch represents the fashion side of Eudaimonia magazine, this image represents the beauty side. The decision to put a Pothos plant cutting inside a skin care container was made as an attempt to reference "clean beauty". If the goal of Eudaimonia magazine is to promote "human flourishing", one cannot advertise toxic products. 

To left of the plant is the definition of the magazine. "Eudaimonia" is in size 34.4 font, and the text beneath it is in size 20.8 font. Both pieces of text use the font "Bodoni FLF", also used for the main cover line on the front of the magazine. The choice to keep all of this text lowercase was made to produce a clean, minimalistic look while also putting forth the information needed. The definition is needed on this page so that readers may understand the content and goals of the magazine before the dive into reading. The most important part of the table of contents is the actual list of content. The page number, articles, and their descriptions are listed on the right side of the magazine, above the image of the plant. The font used for the article titles and page numbers was also "BodoniFLF", and the descriptions were in the font "Agrandir Narrow", just as the small cover lines were on the front of the magazine. While there are few articles, this is not uncommon for lengthy fashion magazines, and many fashion magazines, such as Vogue, have up to three table of contents throughout the entire magazine. This table of contents would be the first of the few due to the early page numbers and use of the definition. Above the text, is the title of the page and the date. The title is important in dictating the purpose of the page for those unfamiliar with the magazine, and the date is used to signify and organized the quality of the content within the pages. Both pieces of text are also in "Agrandir Narrow", but are bolded to stand out more than the article descriptions. A small color palette is used on this page, as it does no good to overwhelm the reader with chaotic designs. The masthead and page numbers directly tie into the colors on the plant, creating continuity throughout the page. The colors on the plant bottle are neutral with a warm beige and gray. The rest of the text on the page is black, designed to create a classic, sophisticated look. 

Mockup 2:

This cover has multiple noticeable differences from the previous, starting with the masthead. Unlike mockup 1, there are two mastheads. One masthead is placed vertically on the left side of the magazine, facing inwards, both in the "Yeseva One" font used for the masthead on the front cover. This masthead is the title of the magazine, Eudaimonia. The second masthead, "contents", is on the top of the page creating a right angle. The decision to include two mastheads was made due to the importance of creating title continuity throughout the magazine, but also clearly stating the purpose of the page. Eudaimonia is on the side of the page because readers already know the name of the magazine, it is just there to serve as a reminder. "Contents" is at the top of the page simply because it is the title of the page and proves an easy way to differentiate the page from others. Both mastheads are lowercase, creating a simplistic feel to the page and not overly drawing-out any specific feature. Situated inside the right angle created by the masthead are the articles, their page numbers, and their descriptions. These are the same article as the previous mockup, and the small number of them holds the same meaning. Beneath these articles are the same images seen before. The drawing of the Pothos plant cuttings inside the bottle bring forth an element of clean beauty, while the rough fashion sketch suggests there is more to come. The fashion sketch is much larger than the image of the plant and bottle, drawing itself upwards and to the right of the articles. This keeps the images connected to the text on the page, removing a barrier that may have been caused if the page grouped into just text and just images.

 Above the sketch of the fashion model, is the definition of eudaimonia, also seen in mockup 1. The definition is the same, but the text is much more condensed to fit the size of the right hand column. The entirety of this text is in the font "BodoniFLF", as seen on the front cover", and written  using the font size 38.6 and 18.4. Above the definition is the date of the magazine, written "Yeseva One", just as the mastheads were. The choice to keep the font of such a minor feature the same as the mastheads was made due to the placement of the text, directly beside the mastheads. A different font would clash with the mastheads and create aesthetic chaos. The colors used for this mockup are much more diverse than the colors used for mockup 1. A deep plum was used for the mastheads, article numbers, and "eudaimonia" (definition). The choice to use a plum color instead of a green, which would match the plant, was made because red shades are opposite to green shades on the color wheel. This means that the green and purple contrast creates a complimentary highlight. The use of a different color also adds diversity to the page, holding reader's attention.