Design Brief

Design Brief

Aims:
- To develop a product that connects emotionally with a Gen-X Eastern suburbs male.
- To refine and style an existing product to appeal to this audience.

Target Audience:
- Age: 35-45
- Sex: Male
- Income: $150 000+
- Occupation: Executive roles/professionals
- Location: Eastern Suburbs and water-side suburbs

Customer Needs:
This group is goal orientated, they want something that either performs “the best” or exudes the utmost in class. The idea of an object as a status symbol is important in that it relates to their competitive nature. The user likes a sense of exclusivity to come with owning a product.

They are quality and status conscious. Products that are successful within this audience tend to mirror the groups self-image, that is, they reflect strength, performance, high class and style/taste.

Design Considerations:
This group often prefers modern classic styling and brands with a renowned heritage because these are the brands and the styles that have a lasting sense of class.

Aesthetics:
Particular products that this design may emulate may need to be at the lower end of the price scale for logistical reasons. A good example is a Gillette razor.




This razor uses much of the visual language of the aforementioned products. The lines are aggressive and “engineered” and the form reflects performance and functionality.

Colour is an extremely important element to this group. A large proportion of the products that specifically appeal to this audience have chrome, stainless steel finish or a black (gloss or matte) finish, occasionally with touches of gold. This reflects those aforementioned qualities of strength, high performance, class and style. The finish is also stripped back which appeals to this male’s no-fuss sensibility.

Further exploration into design details of successful products within this group include:



Design Objectives:
This product will be an interpretation of an existing product that imbues it with a strong sense of masculinity and power. It must feel and perform as a well-made and quality product. Subtle cues to the prestige of the product will serve to make this product look and feel exclusive.