This afternoon at 4pm, we our due to hand in our Job Bags (as Ian calls them). The bags will contain the briefs that we have written ourselves, to be then designed by somebody else. My job bag contains five pieces:
- the company name and proposition
- the company’s brand values
- the target audience and a persona
- a moodboard
- the completed design brief
Company Name, Proposition, Brand Values and Target Audience:
I have decided on the name, Bibos for my mobile cocktail bar company. I created a neat and informative piece on InDesign for the designer that would end up being given my brief, so that they would be able to follow the brief easily and be able to clearly understand what is that, I, as the client need and want.
What is a persona? It is a created character that the designer will ultimately be designing for – it’s the target audience. A persona is important for a company to have, because it gives both the client and designer a clear and detailed image in their mind of the typical buyer/user of the particular product or service. After creating a name, gender, age and location for our persona, it was suggested that we focus on and write about six key areas of our character: geographic (local characteristics, climate, etc.), demographic and socio-economic (gender, ethnicity, age, etc. and income, occupation, education, etc.), psychographic (lifestyle, hobbies, personality, e.g. introvert or extrovert, perfectionist, needy, status-driven, compliant, etc.), behavioural (responses within group or family, loyalties, etc.), motivation (individual agendas rather than a big predictable group, individual encounters and circumstances) and product-related (product engagement, motif or totem).
As designers, we need to design to design or people who don’t necessarily have the same mindset as us and aren’t like us. We need to be able to ‘speak their language’ in order to effectively communicate. Creating a persona is a fantastic way of doing this – it puts you right into the target audience’s head.