"Concepts resemble machines: they are the reason you work on the content, and at the same time they define the method of your work."
It is said that the clearest concepts are the ones that can be explained in one single sentence like: "For people who give a damn." (GOOD) or " An everyday life interiors magazine." (Apartamento)
My concept is women's obsessions. If I were to explain my concept in a sentence I would choose something like: "A magazine about continuous activity."(Obsess) -- because an obsession means something repetitive that keeps going on and on but at the same time it is intriguing. people might be asking themselves" what is that activity? Why is it continuous?
I will have to tell a story but at the same time to think about the visuals!! Everything will come together to tell a single,clear story!! hopefully!!
The first number will be about the obsession for the red colour. To mention: even if the idea is obsession for colours, future numbers WON'T be on other colours, definitely not as that would become boring and readers won't be interested anymore. they will know what the magazine will be about which is not what editorial is about. Yes, readers need to have an idea on what the magazine might present that's what makes them buy the magazine in case they are interested but creating future numbers on the same idea will not work.
Therefore, if I choose every time a different obsession for the next issues it would be more interesting and hopefully that will make readers interested in reading the magazine. I NEVER wanted to make it just on the obsession for colours.
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