To simplify the editorial layout to complement
the busy advertising, freshen design
throughout and improve navigation.
A softer, muted colour palette of six colours
maintains continuity. Simple typography and
white space allows the articles to breathe
against the busy adverts. A simpler font, left
alignment and simplified navigation has
helped to lighten the content.
Previous covers featured retinal photographs.
This made it difficult to distinguish one issue
from another. A theme inspired by circular
objects representing the eye has solved this.
Minimal cover lines also create a striking look
and the masthead has a lighter font.
Advertising revenue has increased and the
feedback from the launch positive.
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