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Broaden
Your Market by Broadening Your Design
People often forget the
value of considering people in the minority as
key players in the marketing game. If broad base
marketing is important to your product or service
you may want to take into consideration these simple
design strategies.
Consider Your Audience
Demographics often plays
a large part in the communication of your message.
An issue such as language becomes even more
important when you are targeting an area in
which multiple languages are spoken. Notice
how more and more ATM's have multiple languages
to choose from when conducting your transaction?
If the banks are targeting customers who may
be more comfortable with a non-english language
as their primary language should you consider
this as a possibility too?
Consider Possible
Impairments
What about size of type
and color choice? Often red is chosen as a
high-impact eye catching color for design,
but what about people who are color blind.
This "eye-catching" attempt has now
faded to a low-impact gray. Seven to ten million
Americans are affected by color blindness.
Sure that's less than three percent of Americans
but why narrow your audience any more than
you have to? Another consideration is that
five million Americans over the age of 65 have
a serious visual impairment. If the elderly
fall into your target market, you might reconsider
that small font size for important information
about your product or service. If you want
to make your target audience fall into as wide
a range as possible it's best to adjust your
design to maximize the results.
©2004 by Jackson Carroll |
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