The light bulb EcoPlan logo was my first choice. The Nichole Mehta logo was my second choice
▪ What type of characteristics would you prefer? (Funny and casual, or formal and buttoned-up, or...)
Analysis of published clinical studies has the potential to be a bit dry. So I like to add a person touch and a little bit of humor. Graphic ideas might be to make the “O” in Professor into one lens of a pair of horn rimmed glasses and/or have a little owl with a mortar board and pointer at the end of the line.
▪ What do the audiences believe or think, before you start communicating with them?
They like to keep abreast of the latest developments in health and fitness. They may be searching for health guidance or searching for more information on the latest health headlines they just read. They are looking for alternative health information that isn’t a bunch of hype and half-truths. They want information they can trust.
▪ What tone and imagery should we use to engage them?
This is out of my field of expertise other than I can tell you about some online magazines whose layout I really liked (see below).
▪ What are your specific visual goals? (desired image, benchmark or positioning?)
Not sure what you mean by that. I’m looking for a very clean layout without a lot of detail.
▪ Give brief examples of style / overall look you want the item to achieve. (Specifics like colors, fonts, images, etc. that you want to incorporate into your design, or samples of other work that you particularly like (such as a brochure of your competitor's product or a website that has the exact menu options you're looking for)
In looking over existing online magazines, I didn’t like the layout of most of them including Working Moms Only because they were way too busy. The eye didn’t know where to go. I like the overall web layout, at least above the fold for http://www.WholeHealthAlerts.com. I also liked the design of the header, but I’m not fond of the colors. In terms of clean design I liked http://www.ItsAllAboutWomen.com and http://www.MoneyandMarkets.com. In terms of coloring I liked http://www.MoneyandMarkets.com better than http://www.ItsAllAboutWomen.com because it had a nice clean look (www.ItsAllAboutWomen.com was a little too pastel), but I’m not sure that black and red look “professorial”. Of the others I looked at, http://www.ThriveAfter50.com had a nice logo.