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Adventure On Two Wheels, Part 1: The Color Palettes

Who is the target audience?

The target audience for BikeBook is a person who, as an urban or recreational cyclist, requires no-frills functionality from every single thing they own. But not only that -- anything this person puts on their bike, or on their back, has got to look good, too. Everyone's definition of "looking good" is different, but the common theme for this audience is a streamlined profile and premium quality. Every thing this person owns is beautifully crafted to serve its specific purpose -- often, more than one purpose at a time. This person wants gear that is rugged enough to stand up against the elements and get them through the work day, but lux enough to blend in at the local coffee house or brewery afterward.


What emotions are you trying to convey?

With these palettes, I'm trying to convey a sense of grounded simplicity and functionality, with a hint of adventure in the air. I want the audience to expect an easily-accessible, streamlined procedure for renting and returning a bike, whether that's done in person or on a mobile app. I want them to expect well-maintained, quality bikes, and a journey on two wheels that they can experience in impeccable style, no matter where it takes them.

Palette 1 (No photo)


The two hues that I was drawn to for this palette were blue and orange.

I wanted the orange to be energetic but refined at the same time. I tried to aim for something reminiscent of the "golden hour" that occurs shortly after sunrise or before sunset. But I didn't like how the orange shades darkened by themselves, so as I was creating shades for them, I leaned more toward burgundy. The orange and burgundy combo will hopefully evoke the thought of a sunset or autumn leaves. Energetic, but not overwhelming.

I wanted the blue to act as a base and really carry the weight of this palette, so the website later down the road would be easy on the eyes. But a true blue alone seemed to fall flat next to that orange, so I added green to the mix. The 3 major cities noted in the brief are all coastal, so I thought of seaglass, rain, and early morning fog -- and came up with a set of blue-greens that hopefully capture that coastal aesthetic, but are also dynamic enough to speak to the other locations this company might branch out to in the future.

Palette 2 (Client-approved photo)


I chose this photo because it fit with the idea I'd already started to develop. I did pull colors directly from the photo, but they were a little too earthy for this project based on what I'd read in the brief, so I altered them to make them brighter, and even replaced some of them with a color from the first palette. After a little bit more adjusting, I had a couple of colors from this photo that I liked even better than my original palette, so I went back and included them in Palette 1. Essentially, these two palettes are hybrids of each other.

The biggest critique I have for myself in this project is that I didn't use the secondary palette to branch out and do something totally different. The assignment says to create "two distinct palettes," after all, and I feel I did not accomplish that, since these turned out so similar. I might actually do a third one just to get something totally different -- maybe get some more burgundy or purple going.


Over all, I'm okay with these, and curious to see how they translate into a website design.

From one teacher to another: Thanks, Geri, for the work and thought you so clearly put into creating this course.

If you have suggestions for improvement, fire away.


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