As I have decided to work on the YCN Very,co,uk brief, I thought it was necessary to research a little into the company to look at their existing graphic design, as well as view their brand guidelines to see the design direction that they require students to take into account when designing for them.
A lot of the information I could find was not directly produced by them, until I looked at their brand guidelines, which gave a clearer idea of their target audience and the way they view their brand and would like it to be presented.
Very seem to view themselves as a very bold, fresh and youthful brand, and they have a very strong tone of voice that they would like to communicate, but I'm not sure that the way they go about it accurately targets the market they say they are aiming at, which is slightly older than the graphic design would indicate. The whole online department store shopping experience is something that appeals more to slightly older women, who are likely to be either stay at home mothers or working professionals (or both), who need the convenience of a one stop shop to complement their busy lifestyles.
At the moment, their style of design is a little too teenager (too bold, colourful and cheesy), which I'm sure would alienate anyone past the age of 25. In honesty, it alienates me slightly, and I'm 21. They do say that students are also a part of their audience, but they would have less disposable income than their more grown up counterparts, so it makes sense to address the women with the most money to spend first and foremost.
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