February 2009
Intermediate to advanced
192 pages
6h 29m
English
Content preview from A Designer's Research Manual
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173
Chapter Four: Case Studies
PROJECT:
Harmony, a magazine for senior
citizens
CLIENT:
Harmony magazine for DHA
Memorial Trust, Mumbai, India
INTENDED AUDIENCE:
urban, educated, middle-class;
Age group of above 55 years
CREDITS:
Ashwini Deshpande and Sudhir
Sharma, both founder-directors
and principal designers of
Elephant Strategy + Design
RESEARCHING FROM SCRATCH
When designing India’s fi rst magazine for senior citizens, Elephant Strategy + Design
faced several developmental and aesthetic issues. First and foremost, very little
data that applied readily to magazine design existed for their target demographic.
Further research of the target group ...
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