All too often, well-meaning designers are eager to begin developing ideas and concepts before they fully understand their audience. After all, as a creative person, it is natural to want to express what we think something should look like,
especially if an idea is burning from within, looking to escape into the ether. But, as tempting as it may be, to simply want to dive ahead, it is necessary to take the time to understand the audience before moving forward. And yet, time and time again, we find ourselves not fully prepared, succumbing to the temptation to plow ahead as we begin to put ideas to paper.
Here are a couple of musts that will help you be better prepared next time you venture down the path of developing a visual identity, an ad campaign, or that masterful work.
First, personify your target market, give it a name. Put yourself in the consumers’ shoes and ask yourself, “who am I?” Then begin to fill in the picture. This understanding of our audience will lead to design motifs and imagery that will be more receptive and relevant. We want visual themes that will engage, not deter.
Secondly, take a look around amongst the competition. See how other companies interpret their products or services. Does the aesthetic and messaging they put forth capture the attributes that compellingly personify their brand? Does their story adequately differentiate them from the clutter and make their offering feel special and unique? And most importantly, is their messaging relatable?
Having a grasp of what is happening visually within the competitive landscape will allow you to view your ideas against what currently exists, ensuring that the result will be one of a kind and consequently more apt to get noticed.
