Graphics Reference
In-Depth Information
Chapter 2: Information design for specific audiences
This chapter explores the issues of usability and the audience. The more you
can learn about your audience, the better-informed choices you can make
about the design and how it meets the audience's needs. This could mean
the difference between a design that has longevity and something that needs
costly revisions. In this chapter we explore how to identify the needs and re-
quirements of an audience and the importance of taking these into considera-
tion when designing.
Identifying the audience and their needs
One of the mistakes designers can make when presenting information visually is to
only please the client in the process, while neglecting the needs and requirements of
the intended audience. Don't assume you know what the audience wants or responds
to. You need to try to achieve a balance in your designs so you meet the needs of the
audience as well as satisfying the client. This may mean modifying the proposal in
relation to what the audience requires, instead of what the client wants to say. When
preparing your proposal or brief you need to ask lots of questions. How does the audi-
ence make sense of the information? Is it purely visual or does it require sound or
even touch? Do any environmental factors need to be considered, such as where the
piece will be positioned and how lighting may affect legibility? The more you learn
about your audience, the more informed choices you will be able to make about the
design and how it meets their needs.
The key with this process is to analyze your audience in detail and get to know what
they want and why. If you can design to the audience's requirements you will produce
a solution that is both meaningful and functional.
'Usability is the ability of an object or system to be used with satisfaction by the people in the
environment and context the object or system is intended for.'
Ronnie Lipton, writer on information design
