Talking to an Audience

In this lecture I learnt how design in the commercial business there aren't just two collaborators there are three (Graphic designer/Art Director/ Copy artist and the audience.)

1 + 1 = 3

The audience is vital because there is no point selling a product/service/goods to nobody you have to sell it to somebody. How many agencies define their audience is through demographics. This is one of the most basic form of demographics:

ABC1 = Upper Middle class to Lower Middle class

C2DE = Skilled working class to Non Skilled working class

This means they can direct the graphics to an audience. With the brands proposition (a proposition is how a brand wants to engage with the audience. A proposition is not a tag line I.e. Nike's 'Just Do It') It is the meaning behind Nike's campaign which the owner Phil Knight states Nike is an entertainment business.

There are five things which make a good campaign that can entice the audience:

Proposition

The meaning behind the brands 'public face' whats the real message it wants to give to the viewers?

Nugget

Take one word from the clients brief and expand on it i.e. keep it simple

Authenticity

Bring some truth to the audience telling them a simple truth about the start of a brand or a product i.e. why Mercedes logo is silver because their first racing car had a horrendous crash and they had to bring out another car that hadn't been sprayed Mercedes colours at the time which was red. The car was silver so that why their logo is silver.

Craft

Bring something which is tactile something to get the audience engaging with the design.

Quirky

Something entirely different to anyone else which catches the viewers eye.

The main thing is you want get the balance of playing with the audiences heart and brain.