Face Up: ELDR
This Month: ELDR
Editor: David Bunnell
Publishing Company: ELDR
Designer: Katharina Schultz
In case you had your doubts: â€śThose are really her legs. That is really her body,â€ť says ELDR designer Katharina Schultz.
The woman on the cover of year-old ELDRâ€™s second issue is 73, â€śdoing a pose most 25-year-olds canâ€™t do,â€ť according to ELDR editor-in-chief David Bunnell. The image is a metaphor for â€śbrain fitness,â€ť he says, a point of interest for their readership of men and women over 60. In addition to a general demographic concern, the cover is tied to an 8-page feature in the issue called â€śWork Out Your Brain.â€ť The story draws on six other images of the same woman, from the same shootâ€”one in which she bounces on a trampoline while playing with a Rubikâ€™s Cube, and another of her playing chess in a different yoga pose.
The team chose this from the six because it left room for a lot of cover lines. â€śWe had to use an image that would allow us to do that because weâ€™re new,â€ť says Bunnell. â€śPeople are not familiar with us yet.â€ť
Similarly, this model was chosen because she looks â€śreal,â€ť says Bunnell. â€śWe donâ€™t want to be confused with AARP. Typically, they put a celebrity on the cover whoâ€™s maybe in their fifties, but looks younger from plastic surgery or too much makeup. Weâ€™re about real people. Weâ€™re not patronizing older people.â€ť
Schultz says the photo needed very little workâ€”just a little clean-up of a glare at the fold, caused by the orange backdrop. For her, the imageâ€”like the magazineâ€™s typography and color schemeâ€”reflects the main goal of the title: â€śTo show the older generation as hip and progressive.â€ť
â€śThe main photo image feels terribly forced. From the expression on the womanâ€™s face to the bird book in her hand, it doesnâ€™t seem natural at all. There must be a clearer, smarter way to convey working your brain out. As for all the color type and varied weights, it seems to be trying too hard to be youthful and, in the attempt, it just creates clutter. There is no clear point of entry for my eye. It all appears to be a bit random. â€ť
-Andrew Swish, Illustrator
â€śThere is a real attempt to get a youthful feel with the design, but it seems to be a case of a viable concept gone astray. The space between the logo and the modelâ€™s head is overpowering. The whole cover might work if that negative space was maintained throughout the layout, but with the overcrowding of type everywhere else, there is no compositional balance. Also, the prominence of the bird book is confusing.â€ť
-Jennifer Perez, Perez Design
â€śA model in pajamas doing yoga and reading a book says to me that the team was trying too hard to say too much and, in turn, came up with a very literal, ridiculous, condescending shot. The cover lines are also very light and on the edge of playing down to their readership.â€ť
-Kelly McMurray, Creative Director, 2communiquĂ©