For this project, we were tasked with designing an infographic poster and brochure targeting one of the six global audiences for climate change, as identified in Yale’s Six Audiences framework. I chose the “Concerned” audience, those who are aware of climate change but not yet active in addressing it.
The design was guided by specific requirements to align with the target audience. I used confronting text and colour schemes inspired by the perspective of younger generations, aiming to shift viewers into a more urgent mindset. Rather than using stark reds, I applied contrasting pink tones, which create tension without overwhelming the “Concerned” group due to their closer relationship on the colour wheel.
Typography was key to creating hierarchy: bold Montserrat headings draw attention, while the lighter Barlow text adds clarity and balance. Subtle, detailed illustrations support the layout without distracting from key messages.
Each spread uses clear visual hierarchy and figure-ground contrast to focus on one idea at a time, guiding the viewer from reflection to a call to action around coral reef health.
