Yes Guide 3: – how to create audience-centric designAmanda McDonald
The creation of design that will connect at deeper level with its target audience is art. But the process that leads up to the design is science. These are three pivotal steps in creating audience-centric design:
Step 1: Evidence gathering
Great design requires a sound evidence platform on which to build. This means putting in the leg-work at the evidence gathering stage. Multiple methods can be used to collate relevant and insightful information. The refinement of this information too, is an important aspect of focusing the design brief on what really matters to the target audience.
Step 2: Social listening
Step 2 is focused on listening to the target audience. To create audience-centric design requires complete immersion in their thoughts, attitudes and beliefs. A range of techniques can be applied, from active listening across multiple social media channels through to qualitative research. This will ensure that the design is based on genuine insights into customer behaviour.
Step 3: Design brief development
A great design requires a great brief. The greatest briefs are precision-focused, insightful and single-minded. They mine the data acquired in the first two stages and provide a concise and compelling spring-board for the creative process to launch.
So, assuming that the brief is great, what makes a great audience-centric design?
Simplicity, simplicity, simplicity
Rob Janoff, the designer of one of the most iconic designs in the world, the ‘Apple’ logo, is quoted as saying: “I guess the most important thing a good design has to do is communicate. I don’t think people should have to work very hard to get what you are trying to say visually. How simple can you make it?”
This is echoed by Art Director, Jon Gledstone: “The simpler the idea the better. It could break ground and it could defy physics but as long as the idea is super simple enough that I can tell my Mum, then that’s a great idea.”
If the refinement process has been robustly executed, then the resulting design should be pure gold. But to make sure, here’s our checklist:
- Does it strike a chord with the target audience?
- Is it insightful?
- Is it unique?
- Is it true to the customer’s brand experience?
- Is it simple?
- Is it mind-blowing?
If the design ticks all the boxes at an emotional and rational level for the consumer, it will be easier for the client to buy into, easier for them to promote to internal and external stakeholders, and will ultimately fulfil and exceed the brief.
If you would like us to apply our process to your brief, then call us on 01889 564931 or email us at firstname.lastname@example.org and test our process for yourselves.