PART 1/2

TARGET AUDIENCE FOR GRAPHIC DESIGNERS:

“A distinct group of people that will make you be loved by Google.”

A crucial stage in the graphic designing process is identifying and understanding the target audience to whom the design is being made or marketed. If you, as a designer, have a new customer, the first thing to do is to understand that customer with a target audience assessment to create a clear design product that speaks the clients’ language, answers the clients’ needs and their users.

If, on the other hand, you are working as a freelance designer, defining your target audience will depend on your niche. With thousands of designers competing, you need to stand out for your customers, and that means you must select your niche, the area where you excel at and specialise in that area. This specialisation will make you shine when contacting potential clients. We will talk about the target audience for freelance designers in the following article next week.

What Is the Target Audience?

 a colourfull woman in a dark crowd of people

A target audience is a particular group of people at which a business market a product or service in a variety of methods.

Recognising your target audience is vital to delivering the right message or solution. This definition is correct for all kinds of professions, and that includes the creative and visual areas. After all, if you distinguish who your customer is and how to reach them, you will have a much better chance of producing an effective creative design.

It might appear that designers work intuitively, using brief information about the client, product, the brand’s culture and the client’s user audience. We recognize the process is not like that. Intuition is important, but the most significant skills a graphic designer can deliver is the ability “to translate a verbal idea into a powerful visual presentation” (Ashley Abramson). And they will only reach this goal if the designers add identifying the client to their other technological and communication skills efficiently. In practical ways, it must connect the graphic designer to the client to understand their needs and design accordingly.

Graphic Designers Skills to Connect to Target Audience

There are several artistic and technical abilities that the graphic designer needs to create the final product. Mainly, those abilities include:

Technical SkillsHandy Skills
Adobe Creative SuiteCreativity
Typography RecognitionCommunication
Web DesignParticular with Details
Social Media ChannelsCollaboration
Packaging in Branding ProcessDeadline-driven
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To connect to the audience, all those talents and abilities should work together as key parts of the design product. Graphic design has a big role in the current competitive business environment. Businesses require the services of graphic designers to create inspiring marketing materials.

Effective Design for a Target Audience

Accepting the target audience will help the graphic designer to create products that speak the client’s language in a way that the whole designing process is in synchrony with the client’s culture and specific message. A powerful communication message is created when the graphic designer cognizes the soul of the brand and blends either existing or brand-new visual and auditory messages to captivating audience rapport.

A design that is cohesive with the brand, content and clear message makes the final user satisfied and pleased. Customer-centred marketing is vital. For instance, colours, types, graphics, layout and images are key parts when trying to understand a target audience. Once you find your audience, you ponder about diverse ways to target your design for that audience. Perhaps, different shapes or design elements that would appeal to them and impact their buying decision.

Catmedia, a creative service American company has posted a target audience assessment, to help designers understand their audience by asking a series of questions to reduce the number of possibilities or choices and comprehend the client to whom the design is being made. They became a suitable inspiration for our Target Assessment Method.

Target Audience Assessment

Part 1:
To help the designer understand the client’s design aesthetic style, make sure the design connects to the client’s customers and aligns with the brand culture.

  1. What is the client’s industry?
  2. Who are the client’s main customers?
    1. What do the client’s customers do for a living?
    1. What is their income level?
    1. What is their typical age?
    1. What is their gender?
    1. What is their education level?
    1. Do they have children?

Part 2:
To help the graphic designer understand the marketed product, allowing them to lay the claims and conclusions about the target audience.

  1. Is there an established brand?
    1. Is it a brand redesign?
    1. What are the main elements of the brand? Main message points as well as colours, font styles, images, graphic elements, etc.
  2.  Is the design for digital or print?
  3.  Is it still design or a motion design?
  4. What are the capabilities of the intended media?
  5. Where will the audience view the design?
  6. Will the design be posted on social media?
  7. Will the design need to adhere to a minimal level of accessibility?

The Design Process According to the Assessment’s Answers

demonstrate different perspectives
Different Perspectives

With the questions answered and analysed it draws consistent features to name the target audience for that customer. The graphic design will conclude on preferences for colours, shapes, composition and details and effectively decide on the guidelines for the design. Interviewing the customer saved time and connected the graphic designer to the customer and created a positive environment to conceptualise the design product.

The audience is key. The graphic design elements will need to appeal to prospective consumers, to their needs when they engage with the design. All those components will give the graphic designer clues about what they should emphasise and how they should present each graphic element.

Conclusion

THE AUDIENCE IS THE KEY.

Understanding your target audience is a new perspective to the graphic designer on how to talk to the customers and clients to shape a highly customised design that will communicate the customers’ message to their own clients. Based on the answers the graphic design will distinguish the effect the design elements will produce on the audience. Consider the image elements and their impact to encourage the wanted approaches and later actions.

Every element in the design must take the audience into consideration. The message should speak to the audience; the colours and images with their psychological effects should suggest certain feelings and actions. Knowing the audience will help the graphic designer define the best structural composition to the audience and to the intended media.

The graphic designer must never forget that good design comes from a collaboration between the customer and the designer. But this positive collaboration is still nothing without the opinion of the target users. After all, they are the aim of your design!

Part 2: Target Audience for Graphic Designers

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Sources:
https://www.rasmussen.edu/degrees/design/blog/what-do-graphic-designers-do/
https://blog.catmedia.com/designing-for-a-target-audience

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Cidinha Moss