By the River

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Contact

Target Audience

Info Source https://www.visitely.org.uk/

Info Source – https://www.historic-uk.com/HistoryMagazine/DestinationsUK/Ely/

Target audience – Middle aged or Potentially elderly people, who are interested in history. May also be targeting schools for educational trips. Travel guides suggest that it is a historical landmark.

The population is older than the national average which reinforces the fact that I may target an older demographic. Ely also has a lower level of residents with no GCSEs or Higher Education which reinforces the fact that I could target schools looking to take educational trips.

Typography

Here are the potential typefaces I could use. These were chosen because they’re a mixture of serif and sans-serif fonts with similar x heights which will give them consistency. I also think these fonts fit together as they reflect the fact that Ely is now a mixture of modernity and history.

Colour Schemes

These were created using Adobe Color from pictures of Ely as the source.

Post-Feedback Improvements

Unanswered Questions:

Who will the website be designed for?

How the choice will impact the colour palette, type and layout?

What is the target market and how are they defined?

How will my website be different?

These questions will be answered below

What is my target market and who will the website be designed for?

I have three options for my target audience. The first option is older people who like the historical aspect of Ely. The second potential audience for my website is school children who are learning about local history. The third audience would be tourists.

For example, https://www.visitely.org.uk/ is a website about Ely that is evidently targeted towards tourists. This is clear due to events that are being advertised on the homepage of the website. The dead giveaway that this is a website that is being advertised towards tourists is the fact that it explicitly says ‘Ely Tourist Information Centre’ at the top of the page.

Another example of a website about Ely is https://www.ely.org.uk/ and it is clear that this website would be suitable for all of my potential audiences. It would be suitable for tourists because it shows things that are happening in the City. It holds a lot of information about the City thus making it a great educational resource for school children. It also briefly mentions ancestry which is something that older people tend to be interested in. The Ely folk festival has also been mentioned on the website which is a festival that is specifically targeted towards older people.

https://www.elycathedral.org/ is an example of another website that is about Ely. However it is specifically focused on the Cathedral. It is evident that this website was made a long time ago as the webpage isn’t responsive to the screen size of the devices I have opened it on. The target audience of this website isn’t entirely clear. There is mention of worship which could bring in a fourth potential audience of Christians.

From my research into these 3 websites, I have decided that my target audience is going to be school children from the ages of 10-15. I have chosen this age bracket as secondary school students are likely to study History. Because I have chosen this age bracket, I need to ensure that I use sans-serif typography to appeal to this youth audience that like type to be ‘modern’. I also need to ensure that my website offers concise information as focus tends to fade quicker in children than it does in adults.

How will my choice of audience impact design elements and how will my site be different from existing websites?

Because I have chosen the audience of school children aged 10-15 as my target audience, I will need to ensure that simple colours are used so that attention isn’t diverted away from the text.

I will have to come up with a new colour scheme in Adobe Colour that is suitable for my target audience. I will start with my existing colour schemes and brighten them up and then if I feel it is necessary, I will experiment with new colour schemes completely.

In terms of typography, I am going to use sans-serif type to further appeal to my target audience. I will use type similar to the fonts that are shown in ‘Set 1’ in the Typography section of this web mood-board.

I believe a simple layout will be appropriate for my website as it will also help to not put my audience off reading it. I was in Secondary School once and I known first-hand how the layout of an educational resource can put you off reading it.

My website will be different from existing websites as it is purely informational and it will not be showing ads. It will also be solely targeted towards one audience whereas the websites in my research above target my audience and other audiences as well. I will also be using a simpler layout than all of the example websites as they appear cluttered. I also intend for my website to be responsive to the screen size of the site it is viewed on.