House style

It is important to consider the audience when creating designs, and be able to appeal to a broad demographic, or a smaller-subset of your target audience, but still adhere to your house style. For instance, at Christmas, the following audiences need to be considered: families, religious people, children, secular audiences, those without children, etc. Different imagery and styles can be used to infer thoughts of food, gifts, religion, parties, homeless, elderly, etc. The style and colours of an image can infer expensive, friendly, trashy, loud, stylish, etc.

Below are screen shots of pages from my Waterstones book showing how I created 4 posters and an invitation.