Tufte’s ‘comparison of small multiples’ theory suggests that if you put similar images with only slight variations in one single field of vision, the viewer will understand cognitively the difference between each image. (Tufte, 1990, pp.67-81) In this blog post I will be discussing Tufte’s comparison of small multiples theory and how it relates to my chosen subject area, magazines.
As you can see here, all magazine covers are placed within the viewers field of vision and are all slightly different from one another. This is so the viewer can understand that whilst each issue is slightly different they are still the same brand and type of magazine. For example, the illustrations on each cover are different and relate to the content inside the edition. The title is also always in the same font and style which helps the viewer understand that each magazine is made by the same company. One could also argue that this magazine company frequently uses pastel and muted colours in their covers, to make all the separate editions look different but also work together as a collection.
Magazine covers are displayed against each other in shops which could be seen to support Tuftes theory of ‘comparison of small multiples’. The viewer would see one magazine as a small multiple in their field of vision and therefore compare it to the other small multiples around. Magazines are usually the same size so the most important source of information is the cover. When viewers see a magazine cover amongst other magazines, they will compare it to the surrounding covers, the viewer can then distinguish the difference between each magazine and select a certain issue.
References:
Happiful Magazine, 2021. Single Issues [Online] (Updated October 2021) Available at: https://shop.happiful.com/collections/frontpage [Accessed 16 October 2021]
Wangenheim, B., 2021. Brown wooden table with assorted products photo. [Photograph] (Available at: https://unsplash.com/photos/4coi91k3JuE).
Tufte, E.R., 1990. Envisioning Information. Cheshire (CT): Graphics Press.