TASK 02://

A list of client groups that use graphic design in their products and services://

- Retail, indoor / outdoor signage/ literature,
- Corporate, large businesses that require graphic design to help establish their 'brand' / identity to communicate more effectively, rebranding opportunities / promotion aswell as potential design work for new/ upcoming products that they might require packaging and other services for.
- The music industry require a wide range of graphic design services ranging from music label branding to the packaging and music video to merchandise / promotion.
- Product /packaging for everything from furniture to fruit & vegetables?
- Entertainment - Games / tv
- Literature/ editorial - Magazines, books, publishers.
- Small / medium sized businesses ranging from catering, salon and local charities to small scaled shops who require graphic design services ranging from branding to their literature, logo design to expanding and promoting through the use of the internet.
- Fashion - branding/ identity of fashion label, advertising, packaging and ultimately the link to retail design.

Currently I have ambitions to work in editorial design once I graduate, therefore literature based client groups like book and magazines would be a place to start. 4 examples of this client group are://

Local :/ No - Title
National :/ Dazed & Confused
European :/ Vice
Transnational :/ IdN

Politics://
The number of magazines out there are constantly increasing and there is tough competition in every genre of magazines as it is already, which reflects the importants of the magazines philosophy to help differentiate it from the rest. Sustainability is becoming a major issue, for publishers who distribute thousands of copies a month, it is in their own interest to consider alternative renewable resource to print and distribute their magazines with. One alternative is the use of ebooks and online publications such as the ones from issuu.com , which saves distributing and printing but lacks the quality and enjoyment of actually having a physical magazine.

Economic://
The economic factors of this client group varies depending on the size of the publisher, their target audience for each specific publication and the distribution quantity, which is ultimately reflected in it's budget. The pricing of a publication is crucial, especially if its a monthly / weekly magazine, this can sometimes put people off buying if it's too expensive as their is a sense of commitment once you buy one volume. The target audience is also another factor to consider, depending on the target audience, thorough research is essential to determine the price range. In a time where the digital format is becoming more prominent, publishers might have to reconsider their pricing to stay in competition with other publications. For European and particularly transnational publishers, the exchange rates and can have a huge price difference from once country to another.

Society://
Magazines themselves are what shapes society along with popular culture through tv and the internet, delivering the latest trends and news. However, this does not mean that publishers can just throw anything into a magazine. Careful consideration towards what their consumers demand, target audience they would like to attract would affect the content and the whole identity of a publication. Having a strong philosophy and promoting an ethical approach effects the magazine's brand and would most likely attract a specific audience that would share a similar way of thinking.

Technological://
As technology advances, there will potentially be newer, more efficient ways of manufacturing that can be considered for small and large scale publications. For a publisher, new economical inks and renewable stock can have an effect on the price of the magazine itself. Again, going back to the digital technology, many magazines are now being made available online to expand it's readership and also an alternative for smaller publishers/ magazines to start off and gain an online presence at a relatively low price.

Using the segmentation analysis to define who my desired clients could be://

Demographics://
20 - 70
Professional
Appreciates design

Geographic factors://
Local - Small businesses around Peterborough, where I would possibly return to after graduation, this would act as a start, gaining small/ medium sized briefs locally where I can work closely with the client while gaining some freelance experience.
National - London, the city I aspire to work at as it is well connected in the centre of everything. Commuting is an option as I would save money by not living in London but still having the advantage of working there.
European - Berlin, Oslo, Copenhagen, Paris
Transnational - Guangzhou, Hong Kong, Tokyo, New York

Psychology://
Appreciates design
Strivers
Informed
Willing to take risks
Ethical
Loyal
Ambitious
Passionate

Behaviour://