For my secondary research I discovered that Black and Asian women generally have more positive body-images than Caucasian women, although this depends on the degree to which they have accepted the beauty standards of the dominant culture. From this information I decided that the pictures of the models that I would place in my front page would be white models. I felt that it was to target my market effort on my likely customers, as I didn’t want to create a good marketing message but presenting it infront of the wrong audience. By appending pictures of white models connote the fact that I am aiming my message towards the most vulnerable section of the market.
All through the research process I have gained an understanding that grabbing the reader’s attention is vital. We are living in a rapid society where most people open their post over the rubbish bin and would rarely glance over any leaflet. I began to realise that out of all the people that would read my leaflet, only a few would actually have any desire to part with their hard earned cash. Nowadays people have grown resistant to the endless supply of adverts that hit them just about every minute of the day therefore I knew I had to create a leaflet with a distinction. It was crucial for me to design a leaflet that different from others, as it would provide a clear channel of communication between the leaflet and my target readers. After identifying exactly what the customers want and why they would want it, I began to take my focus away from advertising the service because the customers are more interested in what they will receive in return for their cash. Following a discussion with my client we concluded that we needed to make a special offer to which my target audience could respond to and would desire to visit the salon. By offering a free manicure with any service over £25 not only did this encourage the customers to spend more but it would also reflect the stability of the business, as we are able to make such an offer. The promotion that we offer would connote to the readers that the salon are giving more to them then what we get in return, which as a result should encourage the audience to visit to the salon.
I fulfilled all the audience’s needs by meeting all elements that were lacking in the existing leaflet. My main priority was to clearly display all the essential information that a customer would require from a good salon leaflet. This information included the standard price guides, opening hours, address and phone numbers. The price guide between male, female, children and senior citizen were separated into sections. By doing this, it signified that I took consideration while designing the artefact to provide a greater convenience for the customers when viewing.
I felt that the company needed a logo in order to aid in shaping a competent business image. I designed the new logo inserting the silhouette of a scissors on the background. The scissors anchored the word ‘cut’, which is the main emphasis of the name of the salon. I chose to include the picture of a scissor to build the audience’s mental concept of the salon. At the beginning of the designing process I anticipated to create a symbol to represent the salon rather than a logo because of my secondary showed that a human’s brain recognises images before texts.
I originally designed the front page by placing several model pictures for the audience to instantly recognise the type of leaflet it is. However I discovered that it would be more effective to include real images of the salon and the work force. By including real photographs made it possible for me to visually design the type of atmosphere that I want the audience to perceive. I used the photographs to portray the nature and the hospitality of the salon. I wanted to build a level of standard where readers would feel that the salon is suitable for them and by doing so I would be providing them with a comfortable reassurance that their decision to visit the salon is the right one.
I understood that different people would interpret my leaflet in different ways whether it’s due to their race, age or gender therefore I designed a leaflet that would be flexible to all readers.
