Define the Audience 

Design with a well-defined audience in mind. Learn about your client’s customers in terms of both demographics (age, gender, ethnicity, etc.) and psychographics (personality). 

Who is Your Target Customer? 

Start with psychographics and have your client describe exactly who their ideal customers are, including what they do, how they act, what they like and more. When you start your design, you can use elements that appeal to this target audience’s way of thinking. 

Certain brands may use traditional gender expectations to appeal to a specific audience. Likewise, if a client tells you that they have a broad, mixed audience when it comes to gender, you bring more gender-neutral elements into your design. 

What Age Group Are You Targeting? 

Different age groups expect and respond to different things when it comes to design. Consider how appropriate and effective your choices of color, shapes, typography and style will be to the target audience. Will these elements resonate or fall flat? 

Are There Any Cultural Concerns With Your Audience? 

Certain design elements may be inappropriate or perceived differently in other cultures. Avoid pitfalls by asking this question, so you can do research and make sure your design is acceptable to your client’s community.