In 2001 when Grace Hawthorne, CEO, and Shoshana Berger, Editor-in-Chief, came up with their idea for Ready Made, there were no other publications with their unique do-it-yourself (DIY) theme. Ready Made was to be a magazine about fun and creative projects for the home. Since its development, the bimonthly magazine has enjoyed a loyal subscriber base and continues to gain readership across the country. All issues include numerous do-it yourself (DIY) projects, each rated by their level of difficulty, as well as several feature articles exploring the latest in innovation and design. In this video, pay attention to Ready methods as they launched their magazine. Note also how Ready Made uses its knowledge of its consumer base to tailor the product. Questions 1. While the Made magazine was still in the design stages, very little research was done to determine whether an interested market existed. Did this adversely affect the magazine as it moved forward to publication? Explain. 2. How does the cover of magazine reflect the principles of packaging design as influenced by the known behaviors of its consumers? 3. To what extent does ReadyMade rely on opinion leaders to promote the magazine? Is this a successful tactic?
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