CRAFTSMAN TRICKS OF THE TRADE: AUDIENCE - Hypesmith
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CRAFTSMAN TRICKS OF THE TRADE: AUDIENCE

Unless designing is purely for your own personal enjoyment, you’re probably designing for a specific audience. Never forget the “who” that you’re designing for. This ensures that you create something that the intended audience for your design actually wants to see and something they’ll react positively to.

Context matters here. A dark, dingy, even creepy looking design – for example – wouldn’t be the sort of thing that you’d want to have on a website for an upscale, luxury product. The same would be true for a design that feels too “childish” (in its light colors, use of squiggly lines, cartoons, etc.) for a more mature and adult audience.

When selling a product you must curate a design that makes sense to your audience and that gives them something they can relate to. Need help getting a better understanding of who your audience is? Create a customer profile or conduct market research by sending out surveys, holding interviews, or directing focus groups. You’ll also want to reassess your target audience periodically. Every six months or once a year, do some additional research and refine your customer profile accordingly. As the market shifts and evolves, your audience may change with it. Get ahead of the curve, and you’ll also be one step ahead of your competition.