Focus 05 | Human-Centered Design

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Project Insights

Within the realm of Graphic Design, Communications, and Marketing, empathizing with viewers is essential to understanding their perceptions. Stepping into the thinking of the target audience allows for design ideas that appeal to preferences and desires. This is the role of Human-Centered Design.

This project's client, a sustainability-focused bar/eatery in New York's Soho District named Focus 05, was seeking to attract Millennials to stop in for food, drinks, and gather with groups for entertainment.

The restaurant is located directly across from a very busy subway station that acts as a hub connecting several of Manhattan’s busiest trains. For this reason, the restaurant chose to look mainly at their subway advertising to determine how improvements can be made.

With the brand’s previous advertising, Millennials did not recognize it as an appealing spot to experience. Design solutions were forward-thinking and image-heavy with authentic aesthetics and positive, confident colors, against modern, clean font choices.

Font choices include sans-serif options like Gill Sans, Verdana, and Lato. Color options reflect neutral, organic, foundational tones, with saturated hues that communicate botanical and natural moods and a complimentary bright tone to relay the optimistic and airy atmosphere. Image options reflect fresh, hearty meal offerings and interior representations that communicate the preference of a modern, new, light experience and contentedness with the inviting environment.

Mockup 1 highlights a light, modern, dining area with earthy, natural decor that enforces the environmentally friendly vibe. The octopus mural appeals to street art and wildlife culture, both important humanitarian concepts, while the plants and warm-lit atmosphere open up the viewer to the comfort of the brand.

Mockup 2 features a close-up of a menu item, flawless bowls of hearty roast tomato soup garnished with bright green sprigs of leaves, sitting on neutral-colored cloths atop a wooden surface. This image focuses on promoting a sustainability-conscious feel with both the world and the customer in mind.

Received Project Feedback

"The font, image, and feel of these mock-ups are exemplary in showcasing a simple yet modern appearance in connection with Millennials through the expression of accessibility, technology, and affordability. Your second mock-up is my favorite!" - Shamika Emmanuel | SNHU Adjunct Professor

Design Options

The image change in the second mockup's iteration appeals better to the relatable human being found inside every Millennial. The target audience prefers honest, eye-pleasing, transparent, emotional imagery that speaks of the brand’s presence.

The option to change the image from bright, vibrant, food items to a dreamy, personable, snapshot of a young woman smiling while eating, could lend opportunity for viewers to relate to the moment with familiar feelings of satisfaction instead of just hunger.

The change in typeface from Lato to Gill Sans offers slightly lighter weight characters with better spacing and more consistent x-height. The numbers are better reflected as true sans-serif as well.

Mockup 3 showcases a low-lit, bar-like setting with table-top candles, silverware, and drink glasses which gives off a vibe to unwind, relax, and have experiences. Against a red backdrop, this exotic mood is inviting to parties of 2 or more looking for a retreat from the busy day to day.

All mockups are visually driven, authentic, and socially engaging. Each is honest, diverse, and confidently consistent for Millennial appeal.

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Graphic Designs © Jacqueline 'Jae' Bello
All images and mockups used obtained from free use, public domain websites, and all raw design files contain appropriate copyright information.