Your Audience and Why They Matter
Let's say that you're an overwhelmed, over-vexed, close to broke college student. One night, as you take a break from your late-night midterm cramming, you suddenly come up with a new and amazing way to make coffee.
As you avoid your studies to create this edible, drinkable concoction, you realize that you've stumbled upon an amazing creation. It is sure to make you millions, so you open a business "Amazing Coffee Co."
You build it in the middle of college town, which is mostly filled with students aged 20-30 years old. The town is full of artsy fartsy types who have lots of dreams and little dough, and lots of environmentally friendly motivations. When you first open, you try to go for a very sophisticated look, advertising your posh atmosphere and your Euro-flair drinks.
Although there's technically nothing wrong with your store, yet you get no business. The people who do come in say that the coffee may be good, but the coffee shop is stuffy and uncomfortable.
"You need to get some couches in here!" one visitor says.
"Is this place eco friendly?" another asks.
"What are you trying to sell me?" says the cantankerous Econ professor.
You heed their advice, and change your shop around so that it's more cozy. You realize that many of your customers are often looking for books to read and you establish a book borrowing shelf that becomes popular. Your business booms.
The same sort of reasoning applies for your website. You have to think about who your audience is, or else it will not accomplish whatever it is you created the website for.
If you are designing a website for kids, think of what would attract them. A sleek, minimalistic website might suit an adult audience, but a kid audience would probably prefer bigger, bolder colors.
If you have a coffee shop that caters to a college community that is focused on eco-friendly services, then your coffee shop image--and even your coffee shop's website's image--should reflect that.
