Keeping in mind the present state of the economy, for any business, it is important to have a well-defined target market. It is not effective, or affordable to target absolutely everyone. Small businesses can effectively compete with the large organisations by targeting their specific niche market.
The first thing you have to do is ask questions and conduct research in order to find out more about your target audience. For instance, who are they? What do they do? What products do they use? What are their interests? What are their preferences? If you are aware about all these factors then designing for that particular audience will be much more efficient. In some cases, there may be a variety of people within your target audience, however you will need to find a common element that is shared between them all, whether it is location, age, interests, educational levels etc.
Demographic information is also important to some extent. You will have to find out what your audience likes? Surveying a group of people is an extremely useful way that will provide genuine results of what they like, what their interests are etc. Understanding these facts and statistics, will only strengthen your knowledge which will help in generating a creative brief for your designer, who will then be able to create effective design solutions, accordingly as per the target market’s preferences and interests.
If you have the right message and tone of voice within the design, potential customers will find it appealing and therefore want to find out more about your product/services, in turn to generate more sales and business.This will also help you to better relate with them and will also lead to more effective communication in print, social media and all other designed materials.
It can be stated that graphic design, created for a specific target audience is vital and a key element in a successful business’s marketing strategy/plan. It is important to understand and try to relate to the target audience, in such a way that will best convey your message and benefit, not only to attract potential customers, but to sustain loyal, long lasting relationships with them through effective communications and graphic design.
