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Health Bulle*n Online Website selling non-‐prescrip*on medicinal products.
Focus Group on Women aged 30-‐45 “The Older Mothers”
TARGET AUDIENCE
LOOK “Natural beauty is the real beauty.”
NATURAL CLEAN METICULOUS
CONTENT FRESH CONFIDENT
PERSONALITY “When you smile at the world, the world will smile back.”
FRIENDLY APPROACHABLE CARING
INDEPENDENT DEPENDABLE SOCIABLE
PREFERRED BRANDS
CONSUMPTIVE BRANDS “I am what I eat and I love what I eat.”
RYVITA LURPAK ORGANIC FOODS EVIAN
FREE RANGE EGGS
CRAVENDALE MILK BERTOLLI SNACK A JACKS
NON-‐CONSUMPTIVE BRANDS “Spend that liXle bit more and you will get something that is
high in quality and value for money.”
ZARA JOHN LEWIS LANCOME
CATH KIDSTON OASIS MONSOON
HEALTHCARE BRANDS “I love the so\, clean and simple brands that just work.”
Elemis JOHNSON + JOHNSON SIMPLE
DOVE PANTENE CLARINS
INTERESTS
READ “It’s *me to reflect on the ‘now’ in my life.”
COSMOPOLITAN Heat OK!
ROMANCE NOVELS COOKING BOOKS RED
WATCH “I watch to care and to compare.”
SEX AND THE CITY COME DINE WITH ME
DESPERATE HOUSEWIVES
LOVE FILMS NEWS CLASSICAL FILMS
FREQUENT WEBSITES VISITED “I like it when it just does what it should do, just keep it
simple.”
JOHN LEWIS
WAITROSE
AMAZON
WIKIPEDIA
EBAY
VALIDATION WEBSITES: POSITIVE “I only listen to those who I trust.”
TRIP ADVISOR
AMAZON REVIEW
HEALTH BULLETIN WEBSITE DESIGN: CONCLUSION
Tone of Voice
Simple
Clear
Direct
Involved
Caring
Reassuring
Friendly
Understanding
Colour Swatches
High ResoluJon Images
Simple Menu Bars and Search BuNons
RecommendaJons