Target: Male, 27-34, disposable income available though not “rich”, college educated, about to propose to first spouse (female).
Product: Diamond ring from well-known national chain of jewelers.
Description: For the Diamond Ring, I used typeface Cinzel because it has
a nice thick/thin ratio, and it also has the voice this product needs, the perfect measure of elegance. Considering my target audience is male, for my background, I wanted the color to be pleasing, but neutral, so not to come off overly masculine or feminine. I chose a dark blue to contrast with the white type. Finally, I wanted to use imagery in calling my target’s attention to my product being a diamond ring. For this, I added the shape of a diamond on top of the “O” in “Overthink.”
DON’T OVERTHINK THIS.
Target: Female or male, 14-18, limited income due to age, purchaser of the
product.
Product: Top gaming system. Not computer.
Description: For the Video Game Console, I wanted to take my target au-
dience back to when video games were first becoming popular and still using 8-bit typefaces. When I think of video games, and anything video game related, I immediately think of the 8-bit typeface and the “Game Over” screen that you use to see in the old retro games. I believe by using this concept my target market will have no doubt that I’m referencing video games. I used the standard black background with a single line of white, 8-bit typeface.
DON’T
OVERTHINK
THIS.
Target: Female or male, 36-42, disposable income available, avid gardener. Product: Soil premixed for gardening. Can be vegetable or flower specific, but for something that can be harvested. Not for lawn.
Description: For Soil, I chose not to go with a specific flower or vegetable.
I simply wanted people to know it was for a soil product. I thought, spilled soil and messy. That brought me to having it appear as if a bag of soil spilled out and spelled out the slogan. I used the beige background so the dark brown of the soil would pop and be easy to read.
DONt O V E RTH I N K TH I S!
Target: Male, 18-24, disposable income available, average (stereotyped)
amount of responsibility and partying for this age group and gender.
Product: Las Vegas Tourism. Description: For Vegas Tourism, I wanted to really grab the attention of my
target audience. I decided a bright bulb neon sign would work best. I made the words “DO” and “NOT” big bright pink bulb neon signs. I thought pink would work because it’s bright and eye catching. I put it on a gray background, so the neon pink would pop off of that neutral color. I decided then to make the “OVERTHINK” and “THIS” another neutral gray and sans-serif typeface so not to compete with the pink neon signs.
OVERTHINK THIS
Target: Primary Target: Female, 47-54, Secondary Target: Male (husband of
female), disposable income available, parents of 2 grown children no longer at home.
Product: Guided tours to Europe (Ireland) Description: For Guided Tours of Ireland, I wanted the look to be very sim-
ple, given my target audience. I wanted to simply make them think, “Ireland,” by using and Irish green color with a decorative typeface and adding a shamrock for my ending punctuation. I didn’t want to use too much green, so I made the typeface white, making it straight forward and easy on the eyes.
Don’t Overthink This
Target: Primary Target: Male 48-56, upper class level of income (= “rich”), retired.
Product: High quality kitchen tool or appliance (Grill)
Description: For Grill, I was going for a little less straight forward. What it
is may not readily come to mind, hopefully inviting the audience to look a little longer and think in order to see what they’re looking at. I used chunks of grilling charcoal for the typeface. I put the typography on top of a background that resembled stainless steel for a modern grill texture. I punctuated the slogan with a piece of charcoal and a little flame above it to mimic an exclamation point.
Target: Female 21-27, disposable income but not rich, college educated. Product: High-End Makeup, (Lipstick)
Description: For High-End Makeup, I wanted the slogan to appear to be
written in lipstick. I also wanted it to be unique and more creative, so rather than using a pink typeface, I went out and got some lipstick and did it myself. I wrote the slogan and photographed each letter, put them together, and illustrated them. To appeal to my female target audience, the colors I’ve chosen are shades of pink. Also, I wanted to emphasize to my audience that the slogan has been scrawled in lipstick, so I used a stamp of kissing lips in the lipstick color for my ending punctuation.