Lesson Plan

• Describe why audience awareness is essential in graphic communication.
• Identify key demographic and psychographic characteristics of a target audience.
• Analyse how audience insights influence colour, typography, imagery and layout choices.
• Apply a systematic audience‑analysis process to develop a design brief.
• Evaluate a design piece using an audience‑focused assessment checklist.

• Projector or interactive whiteboard
• Printed audience analysis worksheets
• Design software (e.g., Adobe Illustrator) or free alternatives
• Sketch paper, markers and coloured pencils
• Example poster images and QR‑code printouts
• Assessment rubric handout

Begin with a quick visual of a popular ad and ask students who they think the ad is targeting. Connect this to their prior experience of tailoring messages for different audiences. Explain that by the end of the lesson they will be able to identify an audience and justify every design decision based on that insight.

1. Do‑Now (5'): Write down a recent advertisement they saw and state the likely audience.
2. Mini‑lecture (10'): Explain the importance of audience awareness and show the three audience segments from the source.
3. Guided analysis (15'): In pairs, complete the audience analysis table for a chosen segment using the worksheet.
4. Design sprint (20'): Create a quick poster concept for the university‑student eco‑bottle brief, referencing the colour/typography checklist.
5. Peer review (10'): Use the assessment checklist to give constructive feedback on each other’s concepts.
6. Whole‑class debrief (5'): Summarise key take‑aways and link back to the success criteria.

Recap how demographic and psychographic insights directly shaped the design choices made today. Ask students to write one “next step” for improving their poster as an exit ticket. For homework, they should research a different audience and draft a brief that includes at least three design implications.