Research is the core foundation upon which a successful visual identity is designed.

It’s the process of understanding the essentials, audience, and goal of a project to build the strategy and design decisions that follow.

It is our role to understand the problem we are solving with design, because by doing so, we create a visual identity that is not only pleasing but also functional.

'Design makes function visible' — Jennifer Morla

Think of research as the core of the project. It will determine the time, design stages, goals, and every other step of the project.

Treat your research as the foundation of your project, a firm foundation allows you to build a firm project.

Demographic and psychographic research

According to David Airey:
“The use of demographics (age, sex, status, etc) is outdated.
Incorrect assumptions happen with demographics because not every twenty-one-year-old American woman at a university thinks the same.”

Treat your research as the foundation of your project, a firm foundation allows you to build a firm project.

Modern designers focus on Psychographics (values, interests, needs aspirations, etc)
The analysis of Psychographics makes it easier to find your “who.”

Know your audience beyond the demographic information

Who are they?
What sparks them?
What are their goals?
What makes them giggle?
Why they should care?

Then, you will find the right voice to communicate to your audience authentically.