The 4 Functional Scales of Cover Type
Sizing coverlines has little to do with “liking,” nor is it arbitrary. It is a calculated response to functional needs, and exploits both the targets’ visceral curiosity as well as their physical capacity to see.
1. Dominant: big logo in uncluttered space, for clear identification of the product from across the room.
2. Large: main head to explain the significance of the dominant image. Big enough to take in easily when passing by on the far side of the sidewalk.
3. Small: several “appeals” grouped so they can be seen, but too small to read unless the target picks up the issue to bring it into comfortable reading distance and starts flipping the pages. Sold!
4. Tiny and tucked away: all those dates and volume numbers and mission statements that surround logos like visual static. They are not sales-oriented, but reference data.