In order to have a successful publication or product you need to fully understand your target markets' needs and wants, to do this you need to create a customer profile to understand the clients' psychology. This includes the hobbies and interests of a 'made-up' individual that represents your target market; age range, occupation, salary, what magazines they read, where he/she shops and anything that we think is relevant to who the customer is.
So because our client for this brief is Teeth Magazine, we started research for our customer profile for someone who would buy/read Teeth. To do this, I looked at Teeth's online publication, Instagram, Facebook, media packs, etc to gather information on what Teeth's brand ethos is and who they are targeting.
We learnt that costumer psychology is split into categories; sociographic, behavioural, psychographic, geographic and demographic. In pairs, we decided that for Teeth Magazine the targeted customer is most likely a female between the ages of 22-32, middle class with class aspirations, educated and with an interest in the creative industry. We also decided that they would most likely live in London due to the magazine being based in the U.K.
The next thing we did is learn how to prepare for a shoot; how to create a vision for a shoot and how to put this into a concept board so we have a clear focus for the shoot. Through my research from my Jahnkoy brainstorm, I had been looking at the theme of light and vibration, so I decided this would be the basis of my first mock shoot. In my concept board, I included: location, the look of the model (make-up, etc), model poses, the word of my theme, the styling of the model (clothes) and style of photography. For my location I wanted somewhere with lots of neon lights to represent light and vibration so I chose to shoot in China Town, I wanted the photography in the style of Giorgia Faga, and the poses to be in the style of Jahnkoy with an editorial Teeth style.
However, I feel my first mock shoot did not represent Jahnkoy and, although I do like the images, I was too concentrated on the Teeth costumer and they do not follow the brief and link to the original 'The Displace' video. The styling did not incorporate Jahnkoy at all and the model poses did not have enough movement. My actual model did not work for the shoot either, as she was not urban enough and had too much sex appeal. I want to redo my shoot with a completely different concept, location, model and styling with more Jahnkoy inspiration and links.
