How to attract your target audience through design
Hopefully by now you’re well on your way to developing and refining your chosen ideas. During my school workshops I saw some really good beginnings of drawn and sketched designs. Here is my advice on how to use design to attract your chose target audience; consider this both from your product and a packaging design perspective.
My two key areas I will talk about here are ‘colour’ and ‘packaging’. I’ve picked a few examples of projects as reference for you. One thing to note on both of these areas is to keep things simple; the more complicated you make the look of your designs and packaging, the less chance your audience is going to want to pick it up in the Design Museum’s shop and, ultimately, buy it.
There are many ways to use colour in your designs and packaging, so try out plenty of options.
Colour can be a tricky area for designers as colours can mean different things to different people and not all colours are effective as when you would expect them to be. For example, pink is a colour traditionally known to appeal to a female audience, but take a look at what cycling brand Rapha have done to utilise pink in their packaging, which mainly attempts to appeal to a male audience. The subtle use of the pink makes the products feel premium and looks well designed; not all use of colour has to be bold.
On the other hand, a bold single colour on your designs and packaging can help your product stand out against others on the shelf. Take a look at how food brand Makers & Merchants brand and package their products; simply just with the use of a bright red colour which is striking and looks appealing.
By not over complicating your packaging, your audience will quickly and easily be able to see your product and figure out its function.
When designing your product’s packaging, think about how much packaging is actually needed. You will have spent lots of time designing and refining the actual look of your product, so perhaps minimal packaging could be used to attract your audience in the Design Museum’s shop.
A few great examples of this are firstly from Mustang jeans, who actually used their jeans as the outer wrapping when a customer ordered a pair from their online shop.
Secondly, take a look at the Turbo Flyer toy, a wooden snap-out aeroplane toy which is housed in minimal packaging which reflects the design of the product itself.
By Industry Expert Paul Jenkins