Appealing and engaging animations, illustrations, infographics and budgeting tools combine to present a distinctive and authentic visual language that ensures that the website is accessible and holds sway with its intended audience, 18 to 24 year olds.
We looked at key design trends for this age range including packaging, point of sale, fashion, magazines, restaurants, shops, festival flyers and more. The line illustration approach was decided upon as the best route forward as it conveys the correct tone and injects humour into the site; it’s also a key trend with some longevity. Dry subjects are treated in abstract, intriguing and quirky ways in order to grab attention.
The animal head characters proved to be particularly popular with our research group and provided a useful visual shorthand by which to illustrate concepts (shifty fox, lone wolf, part of the herd, etc.). They also helped us avoid stereotyping and added to the independent, authentic style we were aiming for.
In terms of function, the HTML5 website benefits from being dynamic and responsive, is supported cross-browser and is accessible across smartphones, tablets and desktops. It also supports devices with lower bandwidth connections. It’s SEO-ready, has an easy-to-use CMS and behavioural analytics built in. It’s also shared easily on social media.