Broaden Your Market by Broadening Your Design

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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