3-2 Milestone One: Empathize and Ideate
12279Scenario
You are a junior graphic designer working at a large graphic design firm that focuses on providing branding, marketing, and advertising solutions for clients in various industries. A New York restaurant has approached your firm to support their current rebranding efforts. This will be a part of their long-term marketing approach. Currently, the restaurant has discovered that most of their patrons do not represent their target audience. They have noticed their patrons consist of Baby Boomers and Gen Xers. Their goal is to cater to Millennials (Gen Y).
You have been provided with a design brief that includes market research on the target audience. The design brief also includes a current subway banner advertisement that the client is running. Research shows that the target audience frequently uses subways as a means of transportation throughout the city. You have been tasked with proposing design solutions for a new subway banner advertisement to attract their target audience.
ONLY complete the Empathize and Ideate sections of the Process Book template. You will analyze the target audience and create a mood board and a mind map to represent your ideas related to the audience attributes and expectations.
You will continue to use this template throughout the course. You will complete other sections of this template as part of your milestone assignment in Module Five and your project submission in Module Seven.
Directions
Use the design brief provided under Supporting Materials to complete the “Phase One: Empathize and Ideate” section of the Process Book template.
Specifically, you must address the following criteria:
Analyze the role of human-centered design in design thinking.
What is the importance of understanding the target audience in any design thinking process? Explain.
Explain the needs and expectations of the target audience.
Analyze the attributes of the target audience.
How could the attributes of the target audience influence design decisions? Explain.
Create a mood board to generate ideas.
Your mood board should include the following:
At least 3 images from the Image and Graphic Bank
At least 3 color swatches
At least 3 font examples
Create a mind map to generate ideas.
Your mind map should include the following:
“Characteristics of Millennials” as the topic
At least 3 keywords or phrases pertaining to images
At least 3 keywords or phrases pertaining to color swatches
At least 3 keywords pertaining to font
Explain how the components included in your mood board and mind map represent the target audience.
What to Submit
To complete this milestone, you must submit the following:
Process Book
This is an Adobe InDesign template. Your template with the relevant pages completed should be exported as a PDF file for submission. Sources should be cited according to MLA style.
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