Using the information gathered from the results as a starting point I have begun to create a profile of the target markets so that my design will be informed and directed. It also paints a clear picture of who would buy the product so will give me something to refer to throughout the designing process.
First Target Profile
About them...
• Women age 18-24 living in the United Kingdom
• They are busy and on the go throughout the day so need a product which will guarantee protection from sweat and smells
• They prefer to structure and organise their days so that they can 'get the most out of every day'
• They are social, and whilst they enjoy time to themselves they love a group dynamic and enjoy spending time with their friends
• They care what others think about them but don't let it stop them from doing what they want
• They are happy in their own company
• They are rational, whilst their heart may have influence over their decisions they rarely fail to look at the situation logically and use their head to decide on the most appropriate decision
• They don't like to upset others and they would rather keep the peace than make sure everyone knows they're right
• Care & show some concern towards the environment, they may not be an avid environmentalist but they prefer environmentally friendly products. The type of people to buy organic when they can, recycle, and by locally made produce supporting real people over corporations
• They are 'plugged in' and have an understanding about whats going on in the world
• Natural inside and out - they don't wear heavy amounts of makeup, they use it to enhance rather than cover
• On the whole, they are happy with their appearance and who they are as a person
• Have humanistic personalities
Design needs to reflect them
• Honest (show through tone of voice, information, design)
• Approachable
• Caring
• Strong
• Natural
• Active/Energetic
Design needs to be...
• Handmade in the UK - supporting a local business and the use of local products.
• Ingredients are fair trade, locally sourced, natural, and only the best. Producers are given a fair wage for their products.
• Ethical - from ingredients to packaging materials, this could feed into a USP - 100% recyclable, better for the environment.
• Natural but strong. Emphasis on the strong as products that use natural materials can be perceived as weak
• Informal language - friendly, from one friend to another
• Promote protective and effective qualities
• Nice fragrance
• Not use any excess/unnecessary packaging
USP - why would they buy this over something else?
• Better for the environment
• Supporting local people, not giving to mass corporation
• It acts as a symbol of who they are - shows they care about the environment and others.
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