Audience project
- 1. Audience Project Bertie Stasiulevicuis, Karl Shepherd, Jack Hurst
- 3. Primary Research We created a survey to look at how people used social media platforms.
- 4. To begin with, the people taking this form are 16-24+ year olds with 9 of them being male. This would give us an idea more about social media on for males.
- 5. 100% of the people taking this form use social media which implies that many people in our target audience will be able to access the platform for sharing and reviewing content. Many people are also on social media multiple times a day which would help the platform as people would be able to keep up to date on the new content.
- 6. For this age group which is our target audience, Instagram is the most used platform which is the best for sharing content like you would on our new platform. This shows that many people like this style of social media as they get to see other content from everyone. For streaming platforms, Spotify is the most popular for music and podcasts which tells us that on this platform, there needs to be every for of media available.
- 7. The last section we looked at was why people use social media and to see if there are any gender differences. We found out that many people use social media for sharing content and to also look at their interests which is what this platform is all about.
- 9. Why teens use social media: ● talking to friends ● joining in on group conversations ● learning about current events and staying up to date with online content ● not having anything to do, or feeling bored ● Feeling like they might miss out if they aren’t always up to date with social media. ● Meeting new people Benefits of social media: ● develop better social skills ● feel less isolated ● learn about new cultural and societal ideas and issues ● bond with their friends ● have fun ● be creative and share their own ideas with friends ● be better equipped to be active citizens in society ● develop real world skills to help them become more independent ● learn about world events and current affairs outside of their immediate environment. The risks of social media: ● spending too much time online and being disconnected from the real world ● being the victim of online bullying ● damaging your online reputation ● having your personal information shared online ● being harassed or annoyed by someone you do not want attention from ● being the victim of an online scam ● having reduced self-esteem (for some teenagers). Looking at the points above, teens use social media to feel less isolated from other teens and also to keep up to date with the world such as news and celebs. There are many benefits to using social media such as developing a form of communication skills. However, there are many risks to social media such as online bullying. This information tells us that with our brand we need to make a safe and welcoming style as sharing your work can be scary.
- 10. What 16-24 year olds think. As the first generation to truly come of age during the social media era, today’s 16-24 year olds are growing up in a digital goldfish bowl of judgement, distorted reality and distrust, creating a difficult environment for brands to forge long-term relationships. ● 41% of those researched, feel judged on social media ● 45% of respondents admit their posts are not an accurate portrayal of their identity ● 25% don’t feel they can be themselves on line ● Almost a third feel they don’t have a fixed identity Looking at these figures, many teenagers and young adults don’t feel comfortable enough to post something without being judged so there needs to be a place where it is safe and comfortable. This will be a key thought when we are creating our branding.
- 11. Instagram Instagram is one of the most popular social media platforms used in the world,users can share photos and message other users. Below are the statistics of their site, as well as the differentiation of use between genders. Instagram is one of the big platforms for sharing photos or videos of yourself and it is also a place for sharing your content. Sharing your content on Instagram is easy to do and it is also easy for people to comment on your post. The difference between male and female users isn’t a large gap so this social media platform is for everyone.
- 12. Facebook Facebook is a website which allows users, who sign-up for free profiles, to connect with friends, work colleagues or people they don't know, online. It allows users to share pictures, music, videos, and articles, as well as their own thoughts and opinions with however many people they like, below are their website statistics as well as some information on gender. Facebook is much larger than Instagram and seems to be more useful for directing traffic to other websites. This would be used for sending people to platforms such as The Grid where people can see and browse other people’s creative content. Compared to Instagram, there are more female users than male users with 18-29 being the most common age.
- 13. Snapchat Snapchat is a popular social media platform used to send messages to other users in photo form, below is their site statistics. Snapchat is a smaller social media platform which is used more for communication rather than for posting your content. You can post stories but there isn't a commenting aspect like Instagram and Facebook. Looking at Snapchat, there seems to be a much larger gap between male and female users which shows that more male users are interested in Instagram.
- 14. Audience research What's your favorite technology? Mobile phone 48% Gaming 27% Social media 20% VR/AR 3% Wearable tech 2% What's your favorite social media platform? Instagram 48% Snapchat 30% Facebook 13% Twitter 7% What's your favorite streaming platform? Youtube 53% Netflix 28% Spotify 11% Hulu 5 % Looking at these statistics for 16-30 year olds, mobile phones are the most popular technology pieces which would be needed to think about with or branding and content. For this age group, Instagram is the most popular which would be the best place to bring traffic from. As YouTube is the most used streaming platform, we should base our brand/website on something like YouTube as it works so easily. Looking at the male and female list, you can see that there is a difference in interest which will be needed when thinking about our audience.
- 15. Spotify/Music Spotify is the largest music platform which has 30 million visitors per day. As people are such big fans of streaming platforms, we could add audio aspects or show that audio content can be uploaded to the website.
- 16. Social Media with age and gender ● YouTube and Facebook continue to dominate the online landscape, with 81% and 69%, respectively, reposting ever using these sites. ● Adults under 30 stand out for their use of Instagram, Snapchat and TikTok. ● As of June 2017, the world’s population stands at 7.5 billion with 3.8 billion people using the internet. ● If YouTube were a country, it would be the third largest in the world with over one billion users. Each day over a billion hours of video is watched and more than half of all views are on mobile. ● In terms of gender demographics, 68% of Instagrammers are female. Overall, 38% of female internet users are on Instagram compared with 26% of male internet users. 59% of internet users between the ages of 18 and 29 use Instagram Looking at social media using age and gender will be the biggest part of our audience profile as they create the basics. Looking at this information, Facebook seems to be used by more people above our target audience whereas Instagram is used more by our target audience.
- 17. Issuu.com Their total visits in the last 6 months is 42.9 million. Their average visit duration is 2 minutes. Their pages per visit is 1.8 pages. Their bounce rate is 69%. Issuu.com is a platform to present your print products for others to look at or for you to show your work. These sorts of platforms are very popular as in the last 6 months there have been over 42 million visits to the site with the most visits from USA. The most popular social media platform to get to Issuu is from Facebook which will be useful for advertisement.
- 18. YouTube.com Their total visits in the last 6 months is 34 billion. Their average visit duration is 21 minutes. Their pages per visit is 11.25 pages. Their bounce rate is 20%. YouTube.com is a video based platform for people to publish their own videos for other people to watch and comment. YouTube is the second biggest website with 34 billion visits in 6 months on the desktop. Again USA has the biggest traffic for YouTube followed by Russia. For the most popular social media platform, Facebook is the biggest platform for YouTube traffic with near 50% of the traffic from social media which again will be useful for advertisement.
- 19. From this graph you can see that the main age group to have their own social network profile has always been 16-24 year olds with nearly 100% of respondents having a profile. This supports our target audience as we are looking for 16-24 year olds to put their work on a community site for people to show and see work. As 16-24 is the highest group, there will be more people compared to other age groups able to access this platform as they have internet and access to a device. Having this access will also mean they have the software to create the content for the platform or they will be able to take photos of their art.
- 20. Aaa From the people who responded about their age for having set up their own social network profile, they also responded about their gender. Over the 10 years this graphs shows, there has been more female users than male users with 2015 having the biggest gap. Looking at 2020 shows that the amount of men who have their own profile is similar to the amount of females who have their own profile but it seems to fluctuate so the gap could grow again. This will help with our audience profile.
- 21. This graphs shows what different platforms people use for their social media use with YouTube being the highest used for male and female but facebook is being used the most by females. Having YouTube as the top platform shows that people like to share their content and to look at others to find inspiration for their own work.
- 22. York Demographic Here I have found data for our target audience with York being our target location. Over the years the population of York has grown quickly with over 210,000 people living in York now. I have also found that the male to female ratio is basically 50:50 and the population for our age group is around 25,000 people. This gives us more support for our audience as we know that we can appeal this platform for male and females and also that there are thousands of people who could use our platform.
- 23. Colours and aesthetics As you can see from the images, social media apps use bright colours to stand out and show the characteristics (shown on the right). Each social media platform has an individual recognisable colour scheme. Some apps offer a alternate dark mode so it gives users the option to express themselves.
- 24. Content- Snapchat Snapchat is a social media app that allows you to privately message people or talk in group chats whilst also allowing you to share images and videos through stories. The main feature of snapchat is being able to privately message people through text chat where the messages delete after viewing or after 24hrs unless saved. Another way to message is through ‘snaps’, this is where someone sends a live image to someone else where they can add text, filters, stickers and much more, these also delete after viewing. You can also create group chats where you can talk to multiple people at once with all the same features as a private message. There is also the ability to challenge your friends to small mini games within chats. Another large feature is being able to share images and short videos to your ‘story’ where everyone can see and interact with it.
- 25. Content- Instagram Instagram is another social media app that focuses more on sharing content rather than private messaging. Instagram allows you to add posts to your profile, these can be videos, individual photos or multiple photos together where people can swipe to view all of them. The way your profile works is, if people decide to follow you then they will get your newest posts on their home screen. There is also a reels feature which works similarly to tiktok where you can endlessly scroll through short videos. Similarly to Snapchat, you can also share photos, videos and also posts to your story where everyone can see them. One feature Instagram has is being able to go live, this means you can share what's happening right now with other people.
- 26. Content- Youtube Youtube is one of the most popular streaming websites currently out there. It's a free service that allows you to watch videos and live streams from loads of creators. Anyone with an account can upload any video they want (within the guidelines). Viewers can interact with videos and profiles by liking/disliking, commenting and subscribing to keep up to date when they next post. You can also live stream on Youtube and allow viewers to see what your sharing live.
- 28. Examples of Audience Profile By looking at these audience profiles we can see that there isn’t too much going on as they are more about the text than the imagery. Everything is nicely boxed off so you can distinguish between chunks of text, we will attempt to re-create something similar as this is the simplistic design we are aiming for.
- 29. Our Audience Profile We have created an audience profile to show the demographics, psychographics and goals of the audience we believe will use our service. We leaned towards the creative side of education and tried to make our psychographics and goals related to our target audience. This is backed up by our research.
- 30. Platform Brand Identity Development and Proposal Task 3
- 31. Warm Colour Scheme Looking at the colour scheme first meant we could adapt from that decision as the colour scheme is the a big part of the house style. To start with we looked at warm colours which include red, purple and pink which promote sharing in social media. We like the purple colour scheme as it is gender neutral and is associated with being creative which is what the platform is all about.
- 32. Cold Colour Scheme Next we wanted to look at a colder colour scheme to compare to what we have found. We like the look of the blue shades but thought it made the branding look like it is for boys as blue is associated with boys. We prefer the warmer colour scheme which is also better for the audience as those colours are more shareable compared to blue, green and yellow.
- 33. Colour Scheme
- 34. Colour Scheme After researching what our colour scheme should be, we found a large survey that included 16-24 year olds. We also looked at males and females separately to see how we can use this to mix the colour scheme as we want our platform to be unisex. From the bar and pie chart we discovered that blue green and red were the top 3 colours for many people but mainly our target audience. This was also supported by the data about male and female’s favourite colour as blue was the highest with green, red and purple were the other big pieces. However, purple is a big part of all the least favourite colour charts which would mean that if we used it, many people would not like the look of our brand. We decided to go with blue, green and red which symbolises trust, peace and excitement which is a great combination for this platform. This colour scheme choice was also supported by other charts such as high quality. From these charts, blue is said to be seen as high quality, reliable, secure and trustworthy. Green is another large piece in those charts which compliments the blue in our colour scheme. The red is seen to be the fun colour from our colour scheme which adds a creative element to the branding and visuals.
- 35. Font Squarley American Captain Lean Chopsic One Slice Escape Looking at the font options we like Squareley as it is all straight edges which links to the grid theme. We like the straight edges compared to the curved aspect as it fits with the lines of the shapes that could be used in our logo.
- 36. Logo - We decided to have a look at some other brands logos to see what their ideas were, we noticed most brands decided to make their logos relate to their brand name. This is useful as it means that a brand can be easily recognised by just their logo. My personal favorite is the ‘grill’ logo as its a creative design that represents the brand whilst also keeping it simple. However i’m not a huge fan of the ‘issuu’ logo as the target symbol doesn’t relate to their service so people may see the logo and not recognise the brand without the image.
- 37. Idents To go with a logo, we looked at idents which is used for television in between shows. We have looked at BBC, ITV and channel 4 idents as they are the big channels. We have seen that BBC one use different backgrounds that all create circles around the logo so we thought we could make a few idents with the same animation but use a few different backgrounds. We also like the ITV ident with the pieces bouncing in. This idea would be good for many logos as you can have all the layers falling on top of each other. Channel 4’s idents has more movement to it which looks more complicated as there are more pieces to the animation. For a brand, BBC has creative ideas with a wide range of visuals whereas ITV has one simple animation which would be more like our idents.
- 38. House Style For our house style we wanted to use the best parts from our branding development to appeal to our audience so I created an analogous colour scheme with blue, green and red as those colours are the colours that are liked by our target audience. Red is also the power colour which is the most eye-catching colour leading to your brand being remembered. We have also gone for a bold blocky text to support the name of the platform as the grid sounds like it would have a strong look to it. Having the straight lines in the text works best with the grid we imagine boxes in our logo. For our logo we like the idea of the text being cut out of the shape so as there aren’t many logos like that so it would be interesting to the audience. The ident we have in mind is for each aspect to bounce in making a short animation so the viewer doesn’t lose concentration. This would be used over different backgrounds giving us more variety for the audience.
- 41. Logo Here we started to create some mock up logos to find a suitable font and design, we decided to make a logo that relates to the theme of our project which is named ‘The Grid’. We plan on making the logo slightly animated with an image behind, but our main focus here is text and font. We wanted to find a font that was effective in the sense that it reflects the theme. We decided to go with a font called Squarely.
- 42. Logo background- We decided we wanted to add a moving background to the logo for the idents to give it more depth and more appealing. I have done some experiments here to test how a moving background would work and what theme looks good. Personally i like the ‘glitching’ effect, top right, as it fits the theme of the project being based all around social media and technology. Some of the more complex backgrounds dont really work with the logo as there is sometimes too much going on in them and they don’t relate to the theme. For example, the top left image is quite hard to read and the wave effect has no correlation to social media or technology. We want the logo to be simplistic but portray a message, i feel like most of these backgrounds dont symbolise what we are making and therefore rendering them useless but it was worth doing as we have realised that we can’t just whack a random background on but rather we would have to find the right video that relates to the theme whilst also being simplistic.
- 43. Logo Design After looking at some research we tried different colour schemes as we wanted the colours to have evidence of why our target audience would like them. With looking at the research, there were some sources saying that orange is liked and some sources saying orange isn’t liked. In the end we decided to use blue, green and red as those colours were the most liked by male and female 16-24 year olds in multiple sources.
- 44. Ident Design With the previous logo, we created a small animation for the ident which was then put on top of a range of moving backgrounds. We tried some pattern backgrounds which gave colour but contrasted from the logo. We tried an animation to show that the users could make some animation. We tried some painting and drawing which links to the concept of the platform the most as they are main activities to create pieces. Having the background relate to the platform more helps the viewer understand what the platform and brand is for as it is shown.
- 45. Logo design We wanted to create a simple logo that also works with the name of the site. We decided to make a logo which included a lot of straight and calculated lines. When choosing a font, we wanted one that the letters would match up in size and diameter to give the logo a more aesthetic look. We decided it was a good idea to create an indent as well so we could have the choice of a few. I used after effects to separate the layers and made them fit into the word.
- 47. The Future - Research As technology grows in the future, more teenagers will develop mental health disorders which will have a domino effect on the world. This could be the basics of our print to show that more technology isn’t all good. Emerging technologies, such as industrial robots, artificial intelligence, and machine learning, are advancing at a rapid pace. These developments can improve the speed, quality, and cost of goods and services, but they also displace large numbers of workers. According to the RIA, 90% of companies with robotic manufacturing applications have not installed their first robot. Yet more than 115,000 robots are installed in the U.S. today, making it second only to Japan. Perhaps one day we will have true robotic 'helpers' that guide the blind, assist the elderly. Maybe they'll be modular devices that can switch from lawn mower to vacuum cleaner, to dish washer and window washer. Maybe one day 'robots' will be so small they will travel through your blood stream delivering life-saving drugs to eliminate disease. Perhaps they will have a major role in the educational and entertainment industries. Law enforcement and security may become major users of robotics. (Robots already have been deployed for such hazardous tasks as bomb disposal, hostage recovery, and search and rescue operations, including at the World Trade Center.) The first thing that comes to mind with ‘The Future’ is robots which are developing at this moment. As robots are commonly associated with The Future, this is a good topic for our pieces of media which is for the younger generations. We then have the option to show the positive side of robots expanding or the negative side.
- 48. Nature - Research After looking at the survey for 16-25 years olds I have gained evidence to support that gen z have strong opinions on climate change. Many people from the survey said they are scared about the future and some aren’t sure if they would have children. Knowing this information has given us more ideas for the nature theme of our content as we can use climate change as the message behind our work. Over half of those surveyed said they thought humanity was doomed and that governments were failing to respond adequately The survey across 10 countries was led by Bath University in collaboration with five universities. It's funded by the campaign and research group Avaaz. It claims to be the biggest of its kind, with responses from 10,000 people aged between 16 and 25. A new global survey illustrates the depth of anxiety many young people are feeling about climate change. Nearly 60% of young people approached said they felt very worried or extremely worried. More than 45% of those questioned said feelings about the climate affected their daily lives. Three-quarters of them said they thought the future was frightening. Over half (56%) say they think humanity is doomed. Two-thirds reported feeling sad, afraid and anxious. Many felt fear, anger, despair, grief and shame - as well as hope. One 16-year-old said: "It's different for young people - for us, the destruction of the planet is personal." Seeing these quotes are showing the beauty side of nature compared to the climate change side. Knowing both sides gives us options as we can contrast them in our work.