Understanding your target audience is necessary to ensure you create an appealing and successful piece of art. As a designer, you know that men typically prefer to see things they can aspire to (that hot new car or that giant mansion) but they also need proof that the product you are promoting actually works. It is your job to make sure this is portrayed in the art and text.
On the other hand, women want stories that remind them of the best version of themselves. They want to see that the product will continue to bring value over the long term. Once again, it is the designer that has to get this message across to the audience.
But what happens when you have to design something that needs to appeal equally to men and women?
Don’t panic and run out the door, here are three things to consider that will appeal to both genders.
1. Write in an Active Voice
If you want to reach both crowds then write about the product in an active voice. Highlight the situations that the product is perfect for and make sure you provide proof of others saying the same thing.
Put on your graphic designer hat and select a photo or design that captures the story. As they say, a picture is worth a thousand words so make sure you choose wisely.
2. Highlight the Benefits
All too often, designers will promote the features of a product. To be blunt, nobody cares that it has “Super XYZ Technology”. All your customer wants to know is what will this product do for them. How will it make their lives better?
Again, as a product designer, it is your responsibility to highlight the benefits through graphics and text.
3. Create Strong, Positive Visuals
Whether it is through your writing or through your design, you need to keep the visual appeal positive. Keep your visuals clean and concise, as a cluttered page will usually turn people off.
Designing a nice, strong but clean design will go a long way in appealing to your audience.
The above advice will work perfectly, regardless of who your audience is. Keep this advice in mind during your next project and you will be pleasantly surprised with the results.