CHAPTER 9:

AUDIENCE
9.1 Audience Appreciation
“An audience is who the product is
aimed at or who is going to use the
product.”

Definition
 Why Audience?

• It is very important to tailor an ICT solution to the proposed

audience.
• A number of factors need to be taken into consideration to
ensure the ICT solution is suitable for its target audience
What methods can be used?

• Interview
• Questionnaires
• Market Research
Knowing Your Audience

Age

• When designing an ICT product

such as websites, PowerPoints
and databases etc. you should Gender
consider who is going to use it.
There are a range of audience
characteristics that should be
considered Interest

Income
Characteristics
•Products should be
designed towards a
• This can affect gender in order to ensure
whether or not that they attract the right
type of person.
someone will be
interested in
your product.
Age Gender

Interest Income
•Knowing your customer's •ICT products can be
interests can help you aimed at people with
decide on content . different income levels .
Once the ICT team are aware of the customer needs then they
can take the following into consideration:

Use of Language Usability

Use of colours Level of complexity

Use of multimedia and

interactive content
Guess the the characteristics
Guess the the characteristics
Guess the the characteristics
Guess the the characteristics
Guess the the characteristics
The needs of an audience

Different audiences have different

needs and the developers of an The more needs that the ICT
ICT product have to make sure that product caters for, the more
they meet as many of those needs likely that the intended
as possible. audience will be to use it
Young – children

• Bright and cheerful colours

• Animations and sounds
• Lots of pictures
• Less text
• Simple wording
• Large text fonts
• Games/activities for content
• Easy to use (click buttons rather
than type)
 Teens / Adult

• Attractive colours (not bright)

• Interesting content (schoolwork,
hobbies, social media)
• Balance of pictures and text
• Uncluttered (use white space)
• Don't use childish language
• Clear fonts
• Use bullet points (easier to
absorb information)
Senior

• Contrasting colours (easier to

read)
• Include clear instructions
• Use larger font sizes than normal
• Minimise the use of technical terms
• Consistent design (navigation
buttons in the same place etc.)
• Easy to use (click buttons rather
than type)
 Why do we need to meet the need of the audience

Fonts Interesting Attraction

If your audience are older, they
could have eyesight problems.
Standard sized fonts and poor
consideration for colour schemes
could make text difficult for
them to read
If the content of your ICT
product is not interesting
enough for your target
audience, they won't use it.
Attracting the correct
people to use an ICT
product is often
accomplished with colour
schemes.