OUGD405 - Leaflet / Concepts and Ideas Critique

Initial idea generation for the Pedestrian Crossing Public Information leaflet consisted of a range of formats bearing visuals associated with pedestrian crossings, such as Belisha beacons and black and white stripes, exploiting these familiar aesthetics to create a design that would capture the attention of the target audience whilst providing order and structure to the information in an appropriate and suitable-for-purpose visual language.

5 Critique Questions and Feedback

Do you believe the pedestrian crossing aesthetic inspired visual language will be effective in reaching the target audience? Is it suitable for purpose and target?

• Yes, the associated visuals will make the leaflet clear in what its communicating before any information has been read. 
• Definitely - by using the stripes you can separate the information and make it easier to navigate by the target.
• I think it will be bold and eye catching.
• It will instantly be recognisable, visually, for what the content is which means it will be suitable for purpose and target.

Would one leaflet for pedestrians and one leaflet for motorists be better than one that targets both? Why?

• It would probably be easier to produce one, but one for each would be more target specific and therefore more effective.
• Yes, pedestrian crossings are viewed differently by each so there should be a different leaflet for each.
• Keep the same visual language for both but alter the content in each to make them more specific to the selected target. 
• One leaflet would reach a wider audience, so it depends on if you want them to be specific or not.

Would a limited colour palette be suitable for target and why?

• Yes, young adults and adults especially don't need a range of bright colours to attract them. It wouldn't be appropriate.
• A range of colours might make it easier to separate information.
• To use the look of crossings you would need to limit the colours, or it would become unrecognisable to the target.
• The leaflet would look more professional and sophisticated with a limited colour palette so would work well for adults in particular.

Do you think I need to include symbols/pictograms for each of the crossings? Why?

• I think it would be nice to include symbols, it will give each crossing an identity that the target can use to remember them.
• Definitely, because the leaflet is purely informational it needs something to make it less text heavy and more visual.
• Symbols would add something extra to the leaflet. It might be boring without them.
• Yes, keep it simple - use bullet points and symbols to deliver the information so its not difficult to read and easier for the target.

Which format/concept do you believe will be most appropriate and engaging and why?

Everyone in this critique unanimously agreed that a concertina format for the leaflet would be most engaging as it would force the target to interact with the folds and information in each section. It will assist the order and structure of the information and also appear different to standard leaflets. 

Targets and aims for the leaflet informed by critique feedback:

• Produce the leaflet using the visual language and recognisable features from pedestrian crossings to create a familiar and bold design for the target that will be easily identifiable for what it is and what the content will be.
• Produce one leaflet for pedestrians and one for motorists for more target-specific led designs that will ultimately be more suitable for purpose and target.
• A limited colour palette is vital to maintaining familiarity and therefore reaching the target audience.
• Produce symbols for each crossing so that the target can create visual association and easily distinguish and identify each crossing more effectively. 
• Use a concertina format for a more engaging and unique leaflet design that will capture the attention of the target audience, as well as assist with design order and structure.