Design something that challenges the traditional notion of middle age and shifts focus toward the opportunities of mid-life.
Research and Strategic Analysis
Middle age, traditionally described between the ages 40-60, is frequently defined and discussed, but rarely something that people look forward to. It is often with resignation, rather than excitement that people accept being called middle-aged. The term itself is most commonly used in a pejorative sense and the self-awareness, stability and possibilities that arise in mid-life are not often promoted.
Key Concepts are to address middle age people and change the stigma of being middle age as a realization and a positive emotional experience.
Women aged 44-65 are the largest demographic group and are the only adult market with realistic prospects for significant sales growth, according to David Wolfe and Robert Synder, authors of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority. Middle-aged women thus represent a new consumer majority, and yet they are often overlooked when it comes to direct marketing and consumer target groups, despite their financial and cultural power.
Target Market: women in 44-65 and reaching them through ageless marketing. Evaluate consumer behaviour, expectations, social/ economical influence and psychology to reach untapped market.
how can designers add value to their life experience?
Your design solution should complement and support the range of mid-life lifestyles and improve the quality of life of people who are middle-aged. It should simultaneously delight, amuse, challenge and enlighten.
Approach- establish an uplifting campaign that can change the point of view of middle age women.
a) redesign an existing organization to communicate to middle age women.
b) Create new organization to address middle age needs and influence their lives in an uplifting way.
Understanding Ageless Marketing
Surviving a Middle Age Crisis, Men going through a MLC
Magic of the Midlife Mind, Biological understanding the brain of a person in mid-life.
What Midlife Crisis – what middle age men are more likely to buy
Online Dating Leaves Middle Aged Women. Social stigma’s of being a middle aged women. “A survey this month found eight out of 10 women over 50 think they have become invisible to men. Seven out of 10 women in the study felt overlooked by the fashion industry, while three-quarters of women in their 60s believed they had lost their identity by being labeled as a ‘mum’.”
Inspirational Website GOOP Why are so many women cursed by depression-Article on emotional wellbeing of middle aged women.
Dragon Rouge, - establish new project for spa called Sanctuary, their target market would be for middle aged women.
Questionnaire for RSA Project
Our brief is to understand fashionable adult women as a consumer. Creating a website community for adult women that illustrates mental and emotional health. The questionnaire is to dissect their emotional and physical wants and needs.
Changes through women’s lifetime
1. What do you look for in purchasing your clothing and or makeup?
2. How do you feel like your style has changed over the years?
3. What are the challenges now with finding clothes or make-up?
4. Do you feel that you at a physically health and active phase of your life?
5. What do you do to keep your self physically and emotionally healthy?
6. If you could make any improvements to your health what would they be?
7. What would make you more physically and emotionally fulfilled? Example: take a course at a college, join a book club, join a walk-a-thon for a charity, and or participate in a charity.
8. What are your weekly sporting activities?
9. What do you consider an adventure?
10. What kind of an adventure would you like to do in the future?
11. What do you look for in a holiday?
London’s Biggest Conversation Radio Station
Constantly people perceive men going through a mid life crisis. Buying flashy cars, cheating on spouses and trying to be younger. What about women?
Women aged between 44-65 are persistently overlooked for going through mid-life crisis.
· Have you as women ever experienced or known someone who’s experience a mid life crisis?
· What obvious changes did they go through?
· How did they deal with them?
1. Do you constantly look back on the past?
2. Do you have goals for the future?
3. Are you excited about these changes?
4. How do your goals differ from when you where in your late teens?
Mid Life Crisis questions
How Children have influenced Mid Life Moment
1. Do you have children and if so how old are they?
2. How much time out of your day do you spend on your children?
3. Out of your entire day, are your children the most exhausting part of your day?
4. Do you feel persistently exhausted?
5. Do you feel pre-menopausal or menopausal?
ON Street 1 out of 20 people will answer the survey.
OFF Street Emailing family and friends with in the demographic
FOCUS Group: Contacting Annabelle’s family and hosting a small gathering to discuss questions.
50 is the next best thing,
Our top two choices for our brief are
We want our concept to come across as sophisticated, bold, beautifull and chic. We feel that for our website, leaflets, advertising we can incorporate these ideas and portray an excellent campaign. Our inspirational website is Goop. Goop incorporates a colour palette that we feel suits our target market. Our concept is aimed at 44+ year old women.
Posters to show our concept:
Potential layouts for our website:
we have chosen to have 3 sub-titles
-Treat yourself
-Feel Better
-Be Adventurous
For each subheading we decided to do a logo that goes with each phrase.
We decided that for treat yourself a lilly would be most appropriate as they are colourful, beautiful and represent spa days!
For feel better we thought a stephascope would be appropriate and would suit the topics in which we would
mention within that subheading.
For be adventurous we chose a jet, as it shows sophistication and is quite chic and of course represents vacations.
We decided to keep the logos white which gives a clean cut and feels somewhat chic and sophisticated, which are our main characteristics we want our website to portray.
Below are some potential layouts for our sub pages within our age grouped pages....
