After the feedback and discussion from friday I had a further discussion with a tutor to ensure that I have clear focus for this brief. Through the development of the idea, the target audience was highlighted being students and young professionals. Through this discussion I was led to think deeper into this, focusing on what the target audience have in common with each other and the interests they have. Considering this, those who live in Newcastle will already know about the town, however those who have recently moved to the city/surrounding area may not be so aware. This is where the focus comes in that the handbook will be aimed at those who have recently moved to the area, eg students.
Furthering the consideration of the audience, something that they have in common with each other is that they like to go to bars/restaurants/shops. This is what will initially draw their attention to the publication. This is something that needs to be considered with the design element as the aim is to 'sell the location' to the reader so that they visit the town. If they pick up the handbook wanting to find out more information about Tynemouth? how much information does the handbook provide without saying so much that they don't feel the need to explore and experience it for themselves?
Another element of the audience influence that was reflected on is the production. A student would be drawn to a free yet well designed handbook. This would be produced using lower quality stock and printed using spot colours. On the other hand, young professionals may be more attracted to a handbook that is produced with a higher quality with gloss paper and a hardback cover that is available to buy. These are two opposite extremest that I need to consider which could work in conjunction with each other or separately.
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