By Blythe Langley
Designer

Recently I attended the special event of my sister getting married. As maid of honor I had the duty of making a toast at the wedding, which, unfortunately for me, is a nerve racking instance of public speaking. Should I be funny? What can I say to make people laugh? Should I be sentimental? What is it that is going to move people to tears? What can I say that is going to appeal to all the individuals at the ceremony? Should I speak to just my sister? Should I share inside family stories or provide some broader insight as to how I see their future playing out or offer up some unsolicited advice, as if I am the expert on their marriage?

In the weeks before the wedding, I realized preparing this speech is similar to the job I do everyday here at MicroArts. Working with varying brands, I am continually asking a range of questions. What can I create in my designs to draw in the target consumer? What colors and shapes should I use for a consumer package design that is going to make a customer pick it up off the shelf? What keywords can I use to search engine optimize a website that will drive customers to the site? What elements should be included in a banner advertising campaign to make a user click through?

Start at the end.
Essentially it’s best to start with the end in mind. Many of the questions we ask ourselves within design and development mirror the kinds of questions that we face everyday in the world outside of where we work. Both outcomes result in some sort of answer or conclusion, but often it is the path you took to get to that answer that is most important. Understanding which answer best reflects the needs of the target audience you are trying to reach is a key component of the design process. Which brings us to:

One Simple Rule: Consider your target audience.
They are your number one priority. Who are you trying to reach? Why do you want to reach them? And what do you want them do once you reach them? Asking these questions allows you to define what you want your outcome to be. For instance, if your target consumer is young children, use fonts on your consumer package design that they can relate to and are large enough for them to read. In this case, we should not use super sophisticated script fonts at a seven point size because we understand that children are drawn to things such as bright colors, large fonts, rounded edges, etc.

If you’re working on the graphical user interface (GUI) for a website where the primary target is senior citizens, you should use large buttons and fonts in your interface design that are easily recognizable. Your GUI design should be as simplistic as possible in order to be digestible for your target user, especially one who may not be computer savvy. Present information that is clear and easy to follow which keeps them interested and moving seamlessly through your site.

In the end.
In the end, whether you’re working on a consumer package, graphical user interface or simply writing a toast at a wedding, first define your audience. The most important thing we can ask ourselves when presented with a challenge is “what do we want the outcome to be?” Once you know where you want to end up, finding the best way to get there becomes one step easier. Always have a clear start and finish.

Draw them in and if you do it right, you’ll end with glasses raised in unison.

Is your retail package design flying off the shelf? Does your website design connect with your target consumers and end with conversions? If not give us a call and we’ll help you connect your company with your target consumer.

So I’m sure you’re wondering how my speech went. Let’s just say that if it was a package design … it would be sold out.