We created these directions based on the findings from our gut test. The gut test is a presentation deck we create with 21 timed slides featuring different design and colour ideas, where the client rates and vocalizes their thoughts on each of the slides presented.

From the gut test we learned that cleanliness, good spacing and hierarchy were the most important factors above all else. Teal, navy and pink tones were preferable, and the use of more complex iconography was encouraged. The client did not like anything that was too busy or clashing, from colours to movement to designs, and when presented with illustrations, she preferred non-denominational illustrations over ones that had facial expressions, since they draw more attention to the action rather than an emotive assumption. While the client is drawn to traditionally feminine palettes, particularly pink, she likes the idea of balancing it out and not stereotypically gendering too much based on colour. The use of a classic, bold, and trusting colour such as navy, black, and/or white to compliment the softer palettes would be preferable. We also learned that rather than going full sans serif for fonts which is the modern “tech-y” approach, she was drawn to serif headers with sans serif body, a more magazine-like aesthetic.