Group items tagged

Demographics. Regardless of the assessment tool you use, questions first should address basic demographic information. Prior to conducting a survey or focus group, spend some time online. The U.S. Department of Commerce publishes the Country and City Data Book which captures hard statistics for all U.S. states, counties, and cities with a population of 25,000 or more. Then, compile a questionnaire to address market segmentation along specific criteria:

Age: Users' wants and needs tend to change based on their generation. Knowing the average age range of potential users can help you design and market the site to meet that group's expectations. Gender: Male and female users often differ when it comes to what they value in a Web site. Studies show the factors that motivate women to visit or purchase from a particular site don't necessarily inspire men to do the same. Knowing gender predilections at the outset can impact the entire Web design process. Education: Data regarding potential users' educational background will help the Web developer determine design and content. In general, a site's format should target the average likely visitor, rather than aim at high or low ends of the academic experience curve. Geographic location: Where the target audience calls home drives the Web page content. For instance, urbanites living in a densely populated northeastern U.S. city likely will have different needs and preferences than their rural counterparts.

Marital status: Married Internet users typically access different retail/service sites than do single people. A TAP will help ascertain which group comprises your largest consumer demographic, with your Web site following this direction. Occupation: Although exceptions invariably exist, Web sites servicing "blue-collar" consumers will differ in style and content from those catering to professionals and "white-collar" workers. By the same token, retirees usually will have different preferences than consumers still in the throes of career building. Income level: A company targeting consumers who are apt to purchase luxury goods and services will require a Web site that differs considerably from a discount retailer's Internet page. Nationality: Businesses trading in goods and services for an ethnically diverse target market may need to consider multilingual content, as well as adjustments in design and format to fit cultural standards. Social class: A consumer's perception of his or her social status impacts preferences in goods and services - even when individual income does not reach this level.

Psychographics. Once you've finished with demographic-based questions, you're ready to take the line of inquiry a bit further. The science of psychographics (also known as "enriching characteristics") addresses why consumers act as they do. So, while demographics offer a general outline of your customer pool, psychographics brings critical characteristics of your target audience into sharper focus. Employing a psychographic methodology means devising queries about lifestyles, attitudes, values, beliefs, purchasing habits and other qualitative criteria. Although possibilities are numerous, key questions can help you and your designer hone and refine your Web site. Depending on your business, you might ask, for instance:

Do you consider yourself conservative or liberal? Is it important to care of the environment? What are your hobbies? Interests? Are you family-oriented or a loner? What type of entertainment do you prefer (cinema, theater, symphony, etc.)? How many books do you read monthly? What magazines do you read?

When you shop, which is most important - friendly staff, nice surroundings, good prices or convenient location? Do you shop for fun, because you must, or to relieve stress? Do you purchase (our) company's product because of quality, ease of use, price or availability? Do you patronize our competitor because their product is cheaper, product quality is better, service is friendlier, the store is nicer, or returns are simpler? Do you go online to work, shop, do research, play games, or e-mail? Do you think the Internet is tough going or easy to navigate? Do you prefer retail/service Web sites that are easy to navigate, easy to read, picture-heavy, or text heavy?

Also be aware that you’ve got to ask the right questions. If I want to know why people like that t-shirt design, I’m not going to ask them what size shirt they wear, I’m going to focus on the design. For example, why they like the design or what it means to them. You want to ask questions that will help you figure your audience out and help you make educated guesses on the things they’ll like in the future.

Keep in mind, demographic information is only useful to a certain extent. You still need to figure out what your audience likes and what they feel (as well as what they like to feel). Don’t get so caught up in asking the regular boring questions about age and income that you forget to ask about their interests as well.

Say that your web designs allow users to connect with a company in ways that were never imagined. Say that your product isn’t just a product but it contributes to your life in much deeper ways.

Try to highlight what you can do for them and not just your skill set.

Once you feel like you have a good grasp on your target market, you need to have an even better grasp of what you’re trying to do or what it is you are trying to design for. If you are trying to sell a product or service, what are you trying to convey about that product or service?

The greatest fundamental theory that you cannot ever lose is be visual hierarchy. As a designer, you have to remember and understand that you have all the power of figuring out what your audience looks at when they look at a flyer or a package. Use that to your advantage in everything you do. This theory basically states that you create hierarchy or importance based on what is the biggest and what is the smallest. While that’s the first contributor, the second contributor is going to be placement. Your most important visual, whether it be a headline or a picture, should be above or at eye level. Putting it below eye level or out of the initial view is a complete and total waste of time.

A lot of times, we want people to stop and notice something crazy we’ve done with a layout or something, but we shouldn’t be reinventing the wheel, we should just be making sure everything makes sense and is legible. You want whoever sees your visual to get the main points even if they’re only passing by.

As I said before, as a graphic designer, I just want to do fun designs with crazy colors, cool shapes, and illustrations. For my own personal business that works, because I tend to cater to trendier, younger folks who are interested in trying new things. However, sometimes I get a client who is less interested in that. I sometimes get clients who are extremely corporate, so I have to pull myself in a bit as they aren’t interested at all in cool and crazy designs. I don’t bore them to death with my design, but I will make sure there is focus on what needs focus.

Many times we can get caught up in ourselves and what we want, but it has nothing to do with what we want, and everything to do with what the audience wants.

Many designers and owners believe a website’s sole purpose is to tell everyone about your product or service and why it’s completely awesome. Well, I beg to differ. A website is supposed to be an extension of your business and should be used to communicate with current customers as well as potential customers. Keep it consistent with your target market and make yourself available on your website.

Make sure you have a clear message on your site—if you sell several products try to highlight one. If you have several different services highlight one or highlight the reasons why people keep coming back; create a feeling. No matter the demographics of your audience, your website should be clear and consistent.