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People Ignore Design that Ignores People

Frank Chimero once said, “People ignore design that ignores people.” As designers, we not only have the job of creating something that is visually appealing, but that considers the target audience as well. We must ask who this target audience is. How old are they? Are they male or female? Where do they live? What is their primary focus? What is their mean annual income? The list goes on and on. We cannot be selfish and design according to our likes and dislikes. Instead we must ask, what does the target audience find appealing? What will catch their eye and pique their interest? Its easy to make something that is beautiful. However, creating something that is not only beautiful, but communicates a message to the target audience, is a success in itself. The fact of the matter is that no matter how gorgeous a design is, if its supposed to be geared toward elderly Americans but it looks like a David Carson design, the message probably won’t translate well. The example is a little extreme, but you get the idea.