The segmentation process, according to the book, Strategic Publications: Designing for Target Publics, is defined as:
- the process that provides a means by which you can acquire considerable information about publics.
You must know three types of information about the target publics: demographics, psychographics, and sociographics. My client for my brochure is the American Cancer Society. For this client, the segmentation process would be much more simple than for more specific clients. There are a great deal of people all over the world that are affected by cancer each and every day. I would try to segment each public that is affected by cancer in a different way. There are men, women, elderly, young, and middle-aged people who would all be a public for my client. Different ways to segment publics are by:
- Age, Generations, Life Stages, Social Classes, Education, Gender, and National Origin
In a way, it might be easier for me to design my brochure, business card, etc. because I have such a big target market to cover. There is also a disadvantage because I have to consider all of the people who might be affected by my work. I would have to make designs that would be beneficial and informative to all of the target publics.
When you are segmenting publics and locating the target audience for your client, it is important to research and consider all of the diverse publics within your market. Whether you have a very specific public or a diverse public, you always want your designs and campaigns to be effective and beneficial to your client.