critique – Franchise Times

franchisetimes_may09This issue’s cover critique is of Franchise Times, submitted by editor Nancy Weingarten.

The overall presence of this cover is authoritative. The logo is understated, the portrait subject is direct, and the smaller information is straightforward—all well composed but lacking in enthusiasm and energy. Based on the content—articles about franchises and franchisees—and the audience, which is mainly entrepreneurs, it would be interesting to see a cover with more energy. Why not relate to the audience by taking risks with the design? Have a logo that is more playful while still being serious. Overall it feels like an old-school trade magazine at a time when trade magazines have become much more visually interesting.

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