Stereotypical portrayals occur when people assume they know how another demographic thinks, feels or behaves without conducting adequate research. This is not how thoughtful designers operate. In order to create effective communication targeted to a demographic group outside our own, we must first do our best to understand the challenges, needs, wishes and priorities of that group.
We worked as a team to make an in-depth investigation of a demographic that is typically overlooked and underserved in today’s marketplace—In our case, “Stay at Home Dads”. We transformed our research into the data visualization presented here.
The data from our research is displayed as both a printed banner 17”w x 84”h (Shown in the sample below), and as a Slideshare presentation, with layout modifications made for optimal viewing within each format.
PRINTED BANNER
SLIDE SHARE PRESENTATION
CONTEXT PHOTOS
INITIAL LAYOUTS AND STANDARDS
LAYOUT AND IMAGERY REFINEMENTS
REVISED LAYOUT EXPLORATIONS
WHAT WE LEARNED
First and foremost, we learned about a demographic that is typically overlooked and undeserved in today's current marketplace. As designers, we will often be asked to create communication targeted to a particular demographic outside of our own, and without conducting adequate research, is it impossible to reach or empathize with them. With this being said, we learned how to do in-depth investigation and discard unnecessary information. At the same time, we understood the importance of apprehending specific markets to avoid costly mistakes in our marketing plan.
After gathering our research, we figured out how to transform it into a visual presentation by displaying the data in graphical format. We learned how to establish a style sheet, and follow specific guidelines within the infographic.
Finally, we became versed on the value of teamwork while gaining leadership and tolerance skills within our group.
CITATIONS
1 Why Dads Are Staying Home | Pew Research Center. (2016, November 12).
2 How being a dad is different in 2016 | PennLive.com. (2016, November 12)
3 7 brands that really know dads. (2016, October 24).
4 Father’s Day Wish List: 7 Gift Ideas for Stay-at-Home Dads – Ben Hanson. (2016, October 24).
5 Dadvertising: Mobile Marketing Breakdown. (2016, October 30).
6 The Modern Dad: An Untapped Audience for Marketers. (2016, October 30).
7 Today’s Dads Call Band-Aid Their No. 1 Best-Perceived Brand Over Craftsman, Home Depot, Lowe’s | Adweek. (2016, October 24).
TEAM MEMBERS
Michael Corey
Sionna Macleish
Kelsey Vines
