Week 4 of Interaction Design for Web is complete. In week four we began to take a detailed look at coding techniques, especially those that followed ‘mobile first’ principles. The activity required us to create style guides for our websites and I devoted a lot of time to refine my concept by looking at the target market, creating a name and improving the sitemap.
This week I spent time exploring potential names for the website. After mind mapping, ideation and research I decided to use the name Paper Dear (paperdear.com).
Concept Refinement
This week I continued to work on and refine my concept for my website. This involved further investigation of the target market, creating a name and refinement of the sitemap.
Title: Paper Dear
Website: http://paperdear.com
Purpose: Daily stationery inspiration, showcasing designer themed personal notebooks, cards, pens & paper from Australian and international artists.
Target Market: Female university students aged 20-25 & busy mums aged 35-44.
Current Stationery Market
Last week I examined 30 websites that existed with a focus on stationery inspiration. This week I will focus on further research into the current stationery market within Australia.
The Stationery Good Retailing industry in Australia has a focus on supplying paper goods, writing materials and art specific materials (Richardson 2016, p. 4). Current data infers that the sector is in decline due to increased electronic communication and environmental concerns. However, niche markets for fashion/designer based stationery have had a positive effect on the market (Richardson 2016, p. 5) while also aided with expansion into international markets (Richardson 2016, p. 7).
The industry is characterised by four prominent market segments which include; Business (45%), Households (30%), Education (13%) and Government (12%) (Richardson 2016, p. 13). The most common products include Notebooks & paper stationery with 38% (Richardson 2016, p. 12) with the major retailers including; Officeworks, Smiggle, Typo and Kikki.K (Richardson 2016, p. 22-23).
The number of businesses within the stationery goods market presents 1230 establishments and 735 enterprises in the 2016-2017 (Richardson 2016, p. 28) with New South Wales the leading location of businesses with 30.7% (Richardson 2016, p. 15).
Consumers are the most frequent buyer of stationery items and are typically 35 to 44 years of age (Richardson 2016, p. 12).
Target Market
Target Market 1: University Student
Target market 1 is a 25-year-old female who is a part-time university student living in New South Wales and is unmarried with no children (Australian Bureau of Statistics 2017). They work full time in the retail industry with an income between $800-$999 a week (Australian Bureau of Statistics 2012).
Target Market 2: Household
Target market 2 is a 35-year-old female who lives in New South Wales Australia and is married with 2 children (Australian Bureau of Statistics 2017). They have an education level of year 12 or equivalent (Australian Bureau of Statistics 2017) and work full time in the health care industry (Australian Bureau of Statistics 2012). They have a weekly income between $1000-$1249 (Australian Bureau of Statistics 2017).
Personas
Persona: Jessica The Student
Jessica (Registry of Births Deaths & Marriages n.d., p. 8) is 25 years old and lives with her parents in the Sydney suburbs of New South Wales. Jessica is studying a Bachelor of Arts (Media & Communication) part time at the University of Sydney. When she is not at Uni, she works full time in retail. Jessica likes networking with friends, fashion, streaming movies & TV and browsing websites (Helix Personas n.d.). Jessica is optimistic about the future and wants to express herself in creative ways. She especially enjoys keeping a journal and is always looking for new stationery. Her favourite stores are Typo and Kikki.K.
Persona: Rebecca The Nurse
Rebecca (Registry of Births Deaths & Marriages n.d., p. 8) is 35 years old and lives with her husband and two small children in Sydney, New South Wales. Rebecca works full time as a nurse and is always busy between family, work and social events. Rebecca is a confident person, who enjoys cooking for her family and watching the latest movies (Helix Personas n.d.). She cares about her family and financial security, making sure that her bills are always paid, especially the mortgage. Rebecca likes to keep organised and uses a daily planner to track her family’s schedule. Her favourite stationery store is Kikki.K.
Website Name
It’s time to find a name for the website! My process involves creating mind maps to connect different ideas, looking at similar words, checking current name availability and making sure the name will work with both the concept and market.
Mind Maps
I began the process of finding a name by creating a mind map from the word ‘Stationery’.
Next, I created a digital version of the mind map and included more options.
Word Generation
I created a list of 151 associated words and used this for inspiration in name generation. I bolded my favourite words which included; Achieve, Beam, Cloud, Dream, Drift, Flare, Happiness, Joy, Love, Paper, Passion, Pride, Smile, Spark, Switch and Wink.
Name Ideas
Using the words generated I began to develop potential names for the website. These included 70 different concepts that involved a combination of separate and combined words. Because the site focuses on stationery and paper goods, a majority of my ideas included the phrase ‘paper’ or ‘stationery’.
Name Analysis
I analysed each name idea by checking Business Name (ASIC Registers), Trademark (IP Australia), domain and social media (Namecheckr) availability. Of the 70 names that analysed, I found that 18 did not have a business name, trademark, domain or social media accounts. These included; Filled Paper, Paper Admired, Paper Ahoy, Paper Awe, Paper Dear, Paper Fave, Paper Mime, Paper Orbit, Paper Purpose, Paper Shire, Paper Wanted, Stationery Drift, Stationery Flare, Stationery Magic, Stationery Pride, Stationery Spark, Stationery Wink and Suddenly Paper.
Note: Business Name, Trademarks, domains and social media were checked on the 1st of August 2017. While Namecheckr did provide a mostly accurate estimate of a domain and social media availability, it was not 100% correct.
Choosing A Name
Once all names were analysed, and I was able to look at available options I had to decide on which name would be most appropriate for the website and market. After review of similar site names and the consideration that ‘stationery’ may require more effort to type, I decided to use Paper Dear. I felt it reflected both on the topic of the site and the potential emotional and psychological needs of the target markets.
I registered the domain name and set up the hosting account. I created an email address for the website, and once the domain name had correctly propagated to the server, I registered social media accounts. A mistake made, was not physically checking the availability of the username ‘paperdear’ at all sites. Because of this, I found that the Twitter and Pinterest names were taken. I substituted the names for these accounts with ‘heypaperdear’.
Temporary Home Page
Now that the website was registered, the main page of paperdear.com was only showing an empty directory. I decided to create an interim home page that would display information about the site and links to social accounts.
Using Skeleton
To begin creating the temporary home page, I downloaded the Skeleton responsive boilerplate. Skeleton has a lot of features that allow you to create a responsive design quickly and easily. I opened the files in Espresso and edited the index.html file and created a custom.css where my styles would be. I also added the Font Awesome script so I would be able to include icons. I did not add a lot of style elements, and most of the design uses the default Skeleton CSS.
Previews & Code Checks
To ensure the layout was behaving the way I wanted it to I continually checked the design by resizing the window, both in Chrome and the Espresso preview. Once I was happy with the result, I went through and checked the coding to make sure I had closed all elements. I also used the W3C Markup Validator to check the coding by direct input. When any errors were fixed, I was ready to upload.
Uploading & Responsive Tests
I used the FTP program Filezilla to connect to my website host and uploaded the files to the public_html directory. Once these files had uploaded, I checked paperdear.com in my browser. I could see that all the files had loaded successfully and my design was visible (yay!). I then checked the website design via Am I Responsive? and Responsinator and was happy with the result.
Sitemap Refinement
Last week I created a basic sitemap of pages for the website. After further consideration, I wanted to include a category and style option. I also experimented with a ‘colour’ option. However, this may be too broad.
Creating A Styleguide
The activity for this week is to create a styleguide for our website. The styleguide will address the main design elements of the site on a single page. Including colours, typography, buttons and more.
Colour
To begin the process of creating the styleguide, I investigated different colours. I started with inspiration from stationery items and moved to colour palettes.
Styleguide: Colour Inspiration
I create an image board from various stationery items including journals, notepads, pens and tape. I looked at different colour harmonies and thought it was important to draw inspiration from current stationery trends.
Colour Palettes
I continued the process by creating image boards of colours, drawing inspiration from the previous stationery items and exploring similar tones and hues.
Favourite Colour Palette
After reviewing each set of colours, I found that I liked a particular set the most. The HEX values of these include; #e9e7e7 (Mercury*), #f4abb1 (Wewak*), #88cecb (Monte Carlo*), #f7bd57 (Saffron Mango*) and #3b3b3b (Mine Shaft*).
* Name that Color was used to get colour names.
Typography
To continue my styleguide process I looked at typography. Which included inspiration from stationery, observing fonts from online sources and selecting favourite typefaces.
Typography Inspiration
I explored three online stores (kikki.K, Typo and Ohh Deer) and viewed stationery items. I included some designs that featured the use of different typefaces. I found that it was common to include display or script styles with a combination of sans serif.
Typeface Inspiration
I viewed fonts and typefaces from Typekit, Monotype Library Subscription (fonts.com) and purchased fonts from Creative Market. I focussed on two distinct styles. Display for website title and headings and sans serif for body copy and paragraph text.
Typeface Inspiration: Display
Display fonts that I included resembled hand drawn styles or mimicked those often included in stationery designs. The display typeface will be used in the website title and headings. I felt it was important that the typeface captures the character and personality of the site theme and is appropriate for the target market.
Typeface Inspiration (Sans Serif)
Sans serif fonts that I included have a focus on clear communication so that all significant portions of paragraph text read efficiently. While many of the typefaces may appear similar, there are small details that can set the right mood.
Styleguide
My creation of a styleguide involved completing the weekly activity by following specific HTML and CSS and uploading files to the hosting server. I looked at styleguides created by other website developers, which may be useful inspiration later in the unit.
Basic Styleguide
For our activity this week, we were instructed to follow guidelines on uploading a particular styleguide using specified HTML and CSS. I have included my example below (resized to show full page).
Styleguide Inspiration
Styleguide inspiration involved looking at styleguides created by other designers (Dribbble was a great source for this). Many of the guides focus on colour, typography and additional elements like buttons, icons and form fields.
References
Websites & Books
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Australian Bureau of Statistics 2012, Census of Population and Housing: Working Population Profile, 2011 Second Release, cat. no. 2006.0, ABS, viewed 31 July 2017, <http://www.abs.gov.au/ausstats/abs@.nsf/mf/2006.0>.
ASIC 2017, Search Business Names Register, viewed 1 August 2017, <https://connectonline.asic.gov.au/RegistrySearch/faces/landing/bn/SearchBnRegisters.jspx?_adf.ctrl-state=njva19g6y_12>.
Helix Personas n.d., 302 Career & Kids – Overview | Helix Personas – By Roy Morgan Research, viewed 31 July 2017, <http://www.helixpersonas.com.au/browse/todays-families/personas/302-career-and-kids/overview>.
IP Australia 2017, IP Australia | Trade Mark Search, viewed 1 August 2017, <https://search.ipaustralia.gov.au/trademarks/search/quick>.
namecheckr.com 2017, namecheckr.com – Social and Domain Name Availability Search For Brand Professionals, viewed 1 August 2017, <https://www.namecheckr.com/>.
Registry of Births Deaths & Marriages n.d., Popular Baby Names 1980-1989, viewed 31 July 2017, <http://www.bdm.nsw.gov.au/Documents/stats-names-1980s.pdf>.
Registry of Births Deaths & Marriages n.d., Popular Baby Names 1990-1999, viewed 31 July 2017, <http://www.bdm.nsw.gov.au/Documents/stats-names-1990s.pdf>.
Richardson, A 2016, Stationery Goods Retailing in Australia, IBISWorld, G4272.
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