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I chose to employ the Split Complementary on the colour wheel as it combined the values and emotions I wanted to convey. The split between green and blue will convey prosperity and growth & trustworthiness and serenity respectively. The complementary orange adds a sense of friendliness and energy. In addition, the off-white and off-black colours will be used to create contrast when placing text on colours. This palette of these colours develop a diverse range of combinations that can be created.

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Cao, J 2021, 12 colours and the emotions they evoke, Creative Bloq, viewed 3 April 2023, <https://www.creativebloq.com/web-design/12-colours-and-emotions-they-evoke-61515112>

I found this article useful for its explanation regarding colour evoking emotions. I found the full breakdown of each colour useful in deciding which colours are relevant to my message. The key emotions stated helped me gain a fast understanding of this. I highlighted the colours blue and green for the key emotions and their relationship towards my message. Blue's trustworthy and serene nature could be helpful in gaining respect and generating a calm nature. While green's prosperous nature and stabile attributes could be used for representing growth.

Cao, J 2015, Web design color theory: how to create the right emotions with color in web design, The Next Web, viewed 3 April 2023, <https://thenextweb.com/news/how-to-create-the-right-emotions-with-color-in-web-design>

I found this article interesting in outlining the basics of colour theory and how it can be used. Cao outlines how colours can carry a lot of extra emotion. The sections on contrast, complementation and vibrancy will help me choose my colours for my advertisement. In addition, the colour scheme section was a good introduction into how to choose colours that work together.

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(Image credit: Getty Images)

Did you know that one of the lesser-known ways to invoke emotion is through colour? It's well-known that poetry can make people swoon and a shocking image can enrage people into action, but the right use of colour can be equally as powerful. You only need to look at the world around you to see, and feel, its impact.

Colours elicit unique responses in the viewer, and a savvy web designer (or any visual professional, actually) will be well versed in the effect of each individual colour, plus how and when to use each.

The discipline of colour theory may be broad (find out more about colour theory here), this article will teach you the fundamentals in a single quick-reference source. However, before we delve into the emotional nuances of 12 separate colours, we need to add a quick note about vibrancy. Want more? Explore these uses of colour in branding.

Simply put, a colour's vibrancy is how dark or light it is. The tricky part about vibrancy is that, just like each individual colour has its own properties, so does each shade of the same colour.

While light green and dark green have more in common than green and purple, they will still have smaller, more subtly different effects on the user.

Below, we'll explain all the noteworthy differences between a colour's shades, and consider their impact on web design. As a general rule, though, brighter shades tend to be more energetic, while darker shades feel more relaxing. The brighter shades of calls-to-action attract the eye, while the darker shades in backgrounds help create an immersive effect.

Now on to the impact of different colours on viewers...

01. Red

Passionate, aggressive, important
As a dominating colour, red adds gravity and heightened awareness - quite literally, as the colour increases blood circulation, breathing rates, and metabolism.

Red can take on a variety of meanings, associated with both love and war, but the unifying factor in all meanings is a sense of importance. Think of the red carpet.

Red is a colour best used cautiously. Its knack for attracting attention makes it a priceless tool for designers, but used excessively it will inhibit relaxation. Lighter shades emphasise the energetic aspects of red - including youthfulness - while darker shades emphasise power, and even durability, such as a brick wall.

The landing page for the game design company Playtika (opens in new tab) has an aggressive but potent flair. Playful and stimulating, the red suits the cheetah logo - a powerful icon itself, softened by its cartoonish qualities and anthropomorphic smile.

02. Orange
Playful, energetic, cheap
Sharing red's energising aspects, but to a safer degree, orange is a good way to add excitement to a site without severity. It is generally playful, and some claim it creates haste and plays on impulse. It can even signify health, suggesting vitality and vibrance.

Creative agency Epic (opens in new tab) uses orange as the highlight colour on its website. The choice emphasises the team's playfulness and youthfulness.

03. Yellow
Happy, friendly, warning
Yellow is a strange colour: it is often associated with happiness, but also activates the anxiety centre of the brain. Like red and orange, it's able to stimulate and revitalise - it's the colour of warning signs and taxis - but use bright yellow sparingly because of the potential negative connotations.

Lighter shades play on the happiness aspects, reminding users of summer and the sun. Darker shades, including gold, add more weight and give a sense of antiquity.

The bright yellow-dominated colour palette on the Post-it (opens in new tab) website is synonymous with the product itself. It creates an energetic vibe, and is instantly recognisable as that particular brand.

04. Green
Natural, stable, prosperous
Green mostly represents the environment and outdoors, for obvious reasons, making it the clear choice to suggest nature and an organic quality.

As the bridge between stimulating, warm colours (red, orange, yellow) and calming, cool colours (blue, purple), green is the most balanced of colours, lending it an air of stability. It's also a popular choice as an accent or for calls-to-action because it stands out, but more softly than the warmer colours. In Western culture, it also represents money and financial safety.

The site for game Sanhok (opens in new tab) uses green to emphasise being outdoors and in the wild, with different subtle hues used throughout.

05. Blue
Serene, trustworthy, inviting
Blue is one of the most popular colours in web design - and for good reason. You see blue on a lot of websites because, to put it simply, it is the colour of trust. Blue is the colour of calm and serenity, and as such inspires security and a feeling of safety.

For this reason, blue is a colour often used by banks: CitiBank, Chase, Capital One and Barclays, for example, all use blue. However the calming effects also make blue a friendly and inviting colour, which explains its adoption by Facebook and Twitter.

As if that weren't reason enough to use it, blue is also incredibly versatile; its vibrancy has more drastic effects than other colours. Light blue is the colour of water and the sky, so it generally has a refreshing and free feeling - and can be even energising if bright enough, while still retaining that reliable calm.

Darker blues tend to be more sombre, heightening the security aspects, which makes them an excellent choice for professionalism. Trust is essential for financial advisors such as Evolve Wealth (opens in new tab), so most of its site is designed in varying hues of blue.

All this comes at a small price, though: blue shouldn't be used for food-related sites. Because blue foods aren't common in the wild, studies show that the colour actually acts as an appetite suppressant.

06. Purple
Luxurious, mysterious, romantic
Long associated with royalty, purple creates an air of luxury, even decadence. Using a purple dominantly is a quick way to create a sense of elegance or high-end appeal, even if your product is budget-minded (an 'expensive' effect that's quite the opposite of orange).

Lighter shades of purple - especially lavender - bring to mind spring and romance. Darker shades add more mystery, and can even symbolise creativity. Darkening the shade will also turn the romantic elements more sensual.

With its ties to personal wealth, WooCommerce (opens in new tab) chose purple as the colour to represent its WooView app, playing on themes like royalty and panache that fit the function of checking how much money you're making in real time.
Next page: 6 more colours and the effects they have on viewers
07. Pink
Feminine, young, innocent
Pink is a specialist colour that won't work for a lot of websites, but will work perfectly with the right audience. Because most people interpret pink as feminine, the colour is popular for targeting female users. However, don't overdo the pink-femininity connection, or else you're walking a fine line between appealing to users and pandering to gender stereotypes.

Its links with childhood and with sugary treats give pink a sweet, sometimes innocent appeal (not surprisingly a self-perpetuating cycle). It is also traditionally used with love and romantic themes, alongside red and light purple.

Rental service Rentberry (opens in new tab)'s website uses pink as its key colour. In this case, it creates a soft, safe vibe, and intentionally distances itself from more corporate, traditional rental services.

08. Brown
Earthy, sturdy, rustic
While not a popular choice in web design, brown can, under the right circumstances, be effective nonetheless. As the colour associated with the earth and trees, brown can add an outdoorsy feel, maximised by a pairing with green. The tree connotations also give a sturdy and reliable feeling.

In web design, brown is often used in conjunction with wood texturing, giving the same old-fashioned and rustic atmosphere of a wooden cabin.

While tech websites are typically dominated by stronger, bolder shades, the microsite for B&O Play used brown to great effect. The muted tones suggest a classier, more human side to the technology on offer. Natural connotations also remain: wood and leather feature prominently in the hero video, while a marble effect is used in the background.

09. Black
Powerful, sophisticated, edgy
As the strongest of all colours, black is often used only sparingly - such as for text - but it works quite well as a primary colour element (like for backgrounds). Much like purple, black adds an air of sophistication and elegance, and also mystery, though with much bolder confidence.

The heavy use of black for the Cartelle (opens in new tab) creative agency creates unquestionable impact on its homepage and subsequent animations.

10. White
Clean, virtuous, healthy
Literally the opposite of black, white pairs well with just about anything, making it ideal as a secondary colour. In a supporting role, white draws out the elements of more stimulating colours, and can even guide your user's attention if you know how to use it (check out UXPin's Zen of White Space in Web UI Design (opens in new tab) guide to learn more).

As a primary colour, though, white gives off an impression that is both clean and chaste. White has that 'spotless' feeling that, for the right site, feels completely effortless. Its association with purity can make it seem virtuous, but also sterile and cold.

To soften this feeling of sterility, some web designers will tend towards an ivory or cream instead. These offshoots of white are softer and even less noticeable, but with the same minimalist and complementary aspects. They are the more comforting and less stark alternatives to white.

The shoe company ETQ (opens in new tab) uses a dominant off-white background to keep the users' attention where it belongs: on the shoes.

11. Grey
Neutral, formal, gloomy
As the intermediary between black and white, grey exudes neutrality, or a lack of any particular sensation. However, in the hands of an expert, this intermediary position can be a powerful tool.

By varying the vibrancy, grey can take on the properties of either black or white - attention grabbing or repelling - to specific degrees. That means if black is too powerful for your design, try dark grey. If white is too bland, try light grey.

On its own, though, grey is rich with individual characteristics. It is the colour of formality, so sites aiming to look traditional or professional tend to favour it. It can also give a depressing vibe, as it's the colour of gloomy, rainy days. When used dominantly, it can be somewhat subduing, for better or worse.

You can tell the Italian furniture company Galvan Mobili (opens in new tab) uses grey well because you don't even notice it. The grey background gives a professional air, and keeps attention on the pictures and bright red logo.

12. Beige
Accentuates surrounding colours
Beige may not be a primary colour, but it's worth mentioning because of its accentuating effects: it takes on the characteristics of the colours around it. While dull on its own, its enhancing effects make it a powerful choice as a background or secondary colour.

The use of beige for the aptly named Tokyo restaurant Beige Alain Ducasse (opens in new tab) creates a calming, comfortable backdrop to the more relevant elements such as clickable text and photos.
Read more:

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(Image credit: Getty Images) Did you know that one of the lesser-known ways to invoke emotion is through colour? It's well-known that poetry can make people swoon and a shocking image can enrage people into action, but the right use of colour can be equally as powerful.

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Syne

Designed by Bonjour Monde, Lucas Descroix, George Triantafyllakos

https://fonts.google.com/specimen/Syne?query=syne

Inter

Designed by Rasmus Andersson

https://fonts.google.com/specimen/Inter?query=inter

I chose this font pairing for their contrasting natures. Syne's bold and creative style stands out against Inter's simple, yet effective, style. Syne will evoke a change with its different style. Inter will get straight to the message it is conveying.When put together, Syne's usage in headings will drill the overall message home while Inter will explain in legible and clear typography.

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Aliotta, C 2016, Evoke emotions through typography, Joogpot, viewed 3 April 2023, <http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography>

I found this article interesting due to its explanation of why emotions are vital in advertising. Aliotta explains that emotions dominate decision making and motivation. In addition, it was contextually helpful in explaining how I can make my video's typeface engaging and exciting. By employing this, the video will develop the correct emotional response.

Idler, S 2012, 15 Practical Tips How To Use Typography For Emotional Design, Get Feedback, viewed 3 April 2023, <https://www.getfeedback.com/resources/ux/15-practical-tips-how-to-use-typography-for-emotional-web-design/>

I found this article interesting in outlining how typography is not only about good readability, scalability and character anymore; it is also about character and emotion. Idler explains how typography can now bridge the gap between content and design. I will use the section regarding being clear to make sure my message is loud and bold throughout. Also, the section about being consistent will be adhered to.

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Before watching my advertisement, the target audience feels as though they are lost in life. They are unable to find meaning and purpose as they are stuck in another persons perspective. After watching my advertisement I want this mindset to change. I want the target audience to realise the damage they are creating by not living in the present. They will feel inspired to make a difference in their life and hopefully pass this message on to others. To convey this message, I will need to place them under guilt. By targeting exactly what they do and feel on a daily basis, they will feel like they must make this change. I will also make them jealous of the peaceful and content mindset that can be found through living in the present. This is something that I want them to know is achievable with a few changes to their lifestyle. I will do this by contrasting the two sides of living in the present. My message will be simple and easy, such as turning off your phone; and high contrast will allow them to see the two sides.

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Mariner, B 2022, Maslow's hierarchy of needs, Medical News Today, July 28, viewed 3 April 2023, <https://www.medicalnewstoday.com/articles/maslows-hierarchy-of>

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Inspiration: Maslow's Hierarchy of Needs

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Inspiration: Maslow's Hierarchy of Needs

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Maslow's Hierarchy of Needs is useful in seeing what is required for one to reach their full potential. This is helpful for me in seeing the requirements for one to fully live in the present. Evidently, this is not always going to be associated with living in the present, but the base layers must be hit for one to have the resources to. This will help frame the argument within my video.

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After completing my mindset it was evident there are various different factors that can impact one living in the present. The vast array of self development areas inspired me. In my video, I can use this to highlight the positive impacts that living in the present can bring. It also highlighted how a lot of issues surrounding living in the present stem from the usage of technology. Through this, I will ensure technology is a portrayed as a prominent negative influence in my video. In addition, the social standards and academic stems have inspired me to show that by living in the present, you can break free from these controlling factors. Furthermore, from completing this mind map, it is evident that my target audience is accurate. Usage of Social Media alongside this ever-connected and self bettering society; what better audience to target. From here, my message will stay the same, just the way it is conveyed will be slightly altered.

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Holiday, R & Hanselman, S 2016, The Daily Stoic, Portfolio, UK

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The daily ideas within The Daily Stoic inspired me to make change to others. Through the book, the power of living in the present through the stoicism mindset was motivating. The concepts will be evident throughout my video.

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Cuyclenburg, H V 2019, The Resilience Project: Finding Happiness Through Gratitude Empathy & Mindfulness, Ebury, Australia

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The concepts within The Resilience Project inspired me to develop the content of this video. Through the mindfulness ideas of the book, I will show the audience what is required to live in the present.

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Starbucks UK 2022, Every Table Has A Story, video, YouTube, 30 August, viewed 31 March 2023, <https://www.youtube.com/watch?v=o-Ikkh5oxuo>.

Starbucks UK's advertisement Every Table Has A Story emphasises the possibilities of going to Starbucks. Through this over dramatic representation of a common sight, people studying at Starbucks, this ad inspires the audience. From this video, I have learnt the power of 'match shots' on the continuity of a film. This ad shows consecutive 'match shots' that highlight the passing of time at the table. Furthermore, the use of contrasting colour grading shows the change in mood of the video.

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IKEA Malaysia 2018, What If?, video, YouTube, 18 October 2018, viewed 31 March 2023, <https://www.youtube.com/watch?v=AsN0SDVpS8M>.

What If? is an advertisement by IKEA Malaysia highlights what IKEA is about and what they stand for. There are various stylistic features that inspire me in this cinematic piece. The vintage burn on the edges give a personal touch to the video. In my video this could be used to make it more relatable and homely. In addition, the fast zooms and beautifully created shots, make a piece that is easy for the viewer to follow. The handheld style adds to the homely nature, reflecting IKEA's purpose.

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Merher, E 2016, Break Free, video, YouTube, 16 December 2016, viewed 31 March 2023,
<https://www.youtube.com/watch?v=gXfLl3qYy0k>.

Break Free is an advertisement for Adidas directed by Eugen Merher. It is a beautiful advertisement inspiring people to break norms with Adidas. The strong juxtaposition within the video inspires me. In my advertisement I could use similar contrast in visual style, colour and music to build great suspense. The grain in the video matches the overall nostalgic theme of the video. Through this video, I now understand that all elements need to directly reflect the purpose of the video to develop a thorough portrayal.

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Genroe 2023, Social Media Statistics Australia (Updated January 2023), Genroe, viewed 14 March 2023, <https://www.genroe.com/blog/social-media-statistics-australia/13492>

I found the section in regards to my target audience's (18-21 in Australia) Social Media usage in 2023 interesting. I will be able to use this data to create a better understanding of my target demographic and learn about different platform usage.

Mumbrella 2019, Australians are watching almost 26 hours of video per month, a 5% year-on-year increase, Mumbrella, viewed 14 March 2023, <https://mumbrella.com.au/australians-are-watching-almost-26-hours-of-video-per-month-a-5-year-on-year-increase-598537>

I found the part about short form content. This will help me understand what sort of content my target audience enjoys viewing.

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This short advertisement will inspire the audience to live in the present and see the life they can have if they choose to fully experience it.

The advertisement starts with Adelaide's River Torrens in the background as someone takes in a deep breath. The breath, birds chirping & the water is heard clearly. They are wearing blue accented clothing. During this, the sun is rising and the morning is opening. Then suddenly, the beautiful moment is distracted by a social media notification on the persons phone. As they open the social media message, the peaceful moment at the River Torrens turns into a dark room. The music rises slowly to add suspense. Their costume now has red accents. The person's thoughts take a dark spiral into the past and future. The person scrolls furiously through their social media feed. The phone can be seen in the persons eyes. A post comes up, showing the rush of the city night life. They now enter a club with loud conflicting music. Drinks being consumed all around them, someone is trying to get them to drink. The mind switches to University work and an assignment that is overdue pops up. The sounds of advertisements fills the air, and builds a chaotic sounds. The mind flashes forward to an older version of the person. Instantly, the person turns off their phone, with the phone turn off sound accompanying it. They are freed from the dark room and the trap of the phone. As the person looks back up, they are back at the River Torrens; once again with blue accented clothing. They take a deep breath and the birds and water are heard again. They now go for a run with a friend, a coffee and play vinyl music. They are in the present and enjoying life to the fullest.

The call to action will have the spiralling dark room contrasting the peaceful River Torrens. The final message will summarise that one can find freedom by living in the present.

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AIDA (Attention, Interest, Desire, Action)

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AIDA (Attention, Interest, Desire, Action)

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Attention
I will capture the audience's attention by using an aesthetic view of Adelaide and its parklands. The happiness of this present will then change into the contrast of darkness. This will metaphorically represent not being in the present. These immediately conflicting ideas will capture the audiences attention; while using familiar locations will develop a sense of relevance to the audience.
Interest
I will develop interest in the target audience by developing scenes that they can relate to. This will be done by effectively using social media, exercise, partying and uni etc. These common activities will relate directly back to the target audience and make them feel connected instantly. Furthermore, I will develop various videos formats on different mediums that the target audience use frequently.
Desire
I will ensure the target audience has a desire to undertake my action by developing a sense of guilt for not being in the present. By using juxtaposition, the audience will see the contrasting sides of the two states. It will make them jealous and show them the freeing state that they could be in with some minimal changes.
Action
Through the call to action, I will develop a contrast between the two choices. The emotion will build to this moment and let them take action. The text will be, "Find your freedom, live in the present today." Through this, they will be inspired to change their life. The video will show them what  they are addicted to and envy the outcomes of living in the present.

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⚪️ The White Hat

Effect many young people

Develops long term effects

Leads to mental health issues

Stops self development

🔴 The Red Hat

My friends and family need this message

I don't want others to experience this any more

I know the benefits of being in present,

Also, the effects of not being in present

⚫️ The Black Hat

Do people want to be their best self

Is there a better way of conveying the message

Why do no other companies push this issue

Continuing support around this topic

🟡 The Yellow Hat

Give people a better life

Allow people to self develop

Give meaning to life and work

Find way to break free from society's grip

🟢 The Green Hat

Virtual phone message to show impact

Call to action text clock moving forward to present

Red and blue costumes to signify good and bad

Dark and light colour grading/lighting for juxtaposition

🔵 The Blue Hat

Plan out through treatment

Shot list of exactly what is needed

Location scout to find best

Costume retrieval

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1. Promote Neighbour Avenue (my band)

2. Promote Dixon Creative (my business)

3. Work on yourself, the gym power of gym

4. The wombat wobble sprinkler

5. Why everyone should donate to Cancer research

6. Importance of Umpires for sports to thrive

7. The Outdoors: live in the present

8. The town of Port Elliot, and its attraction

9. Power of Public Schools for development

10. Importance of travel and seeing the world

11. Gap years for people's future

12. How I became SA's Youth of the Year

13. AFL's impact on Australia

14. Basketball in South Australia

15. Effect of live music in Adealide

16. The people of A Floor at St Marks College

17. How to support Black History Month in Adelaide

18. Help us save the native Bees

19. Working with others be make better

20. Room Tour at St Marks College

21. Why pushups can help change you and the world

22. How gratitude can create a kindness pandemic

23. How to train a cat to run fast

24. Adelaide festival seasons effects

25. Italian food is the best

26. Drive with me video

27. A Day in the life

28. How books generate a wealth of knowledge

29. Inter-college sports

30. Riverland Music Festival

31. The importance of Indoor Plants

32. Promote myself on DJ Decks

33. The power of stoicism in everyday life

34. The current Adelaide Music Scene

35. Olly Sellen 2024 Draft Prospect, short documentary video

36. Why get back into Vinyl Albums

37. Technology taking over the world and its people

38. Save the Australia native fauna

39. Climate Change in regional South Australia

40. The creative process

41. The benefits of bushwalking

42. Iced Coffee on Melbourne Street

43. How to radiate happiness and joy to everyone

44. Folk Music Australia

45. Donate to the Pink Test

46. Water Bottle that is a sundial, that tells the time

47. Shower Singing and its effects

48. Menu Planning and its importance

49. Promote my own Wedding Videography

50. Aboriginal Heritage of Australia

51. Aboriginal importance of Australia

52. Why the Barossa's history proceeds itself

53. Paddle-steamers of the River Murray

54. Australia States History

55. Decluttering Emails to help yourself

56. Best ways to have Personal Management

57. Apple Watch for the everyday

58. Perks of being able to stream music

59. A new safe Protein Supplement

60. Importance of Digital Media to the future

61. Marketing and its bad effects

62. Old shoes, new life

63. One man's trash is another man's treasure

64. Port Lincoln On Going Fires

65. Riverland Floods

66. Riverland Flood recovery

67. Murray River

68. Murray River history

69. Visit North Adelaide

70. Stop alcohol overuse

71. Uni student stereotypes

72. Basketball highlight reel

73. How to care for indoor plants

74. Why one should strive to grow and prosper

75. Force gratitude for the things we do have

76. Growth mindset

77. Phone case that transforms in a light

78. Grass

79. How the whole generates the individual

80. Custom fortune cookies

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Research: Message | Annotated Bibliography

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Research: Message | Annotated Bibliography

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Cook, B 2016, The art of short form content : from concept to color correction, Focal Press, New York.

This book outlines the creation of short form content in a variety of contexts; the content type I am creating for my target audience. This source was useful as it places importance on quality and the messages the video portrays. I found Cook's three interrelated sections that create short form content: attract attention, an emotional response and shape perception and motivate action, very interesting and relevant. From this source, I know that  my short form video must have a strong message and focus on the target audience.

Stevenson, T 2019, 'Mobile Phones Are Stopping Us From Living In The Present', Medium, 16 December, viewed 14 March 2023, <https://tom-stevenson.medium.com/mobile-phones-are-stopping-us-from-living-in-the-present-33d0ddf425af>.

This article discusses how mobile phones are not allowing us to see what is right in front of us, the present. This source is useful in me gaining an understanding of the content for my video. Stevenson outlines how smartphones are amazing tools, however, majority of us use it not for its central purpose. From the article, I understand that if one is too busy documenting everything on their phone, they are just portraying a false world to others. From this source, I know it is important to place fear at the centre of my argument, making the phone users feel like they are missing out wider world.

Eyada, B 2020, 'Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising', International Journal of Marketing Studies, vol 12, no. 4, pp. 30-42, viewed 23 March 2023, <https://pdfs.semanticscholar.org/9425/fd5b7a7769ecd2e6a035fac20b6ab72e02f6.pdf>.

This journal article outlines the methodical approach Nike takes to conveying their message and how it relates to their ongoing successful. The source is allows me to gain an understanding on what strategies can be employed to make change. Eyada highlights how Nike's bold approach to social campaigns is the catalyst to social problems and change. From this, I need to ensure that my message is loud and clear throughout my video. I will need to ensure that my advertisement is purpose-driven and relates to my target audience.

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Genroe 2023, Social Media Statistics Australia (Updated January 2023), Genroe, viewed 14 March 2023, <https://www.genroe.com/blog/social-media-statistics-australia/13492>

I found the section in regards to my target audience's (18-21 in Australia) Social Media usage in 2023 interesting. I will be able to use this data to create a better understanding of my target demographic and learn about different platform usage.

Mumbrella 2019, Australians are watching almost 26 hours of video per month, a 5% year-on-year increase, Mumbrella, viewed 14 March 2023, <https://mumbrella.com.au/australians-are-watching-almost-26-hours-of-video-per-month-a-5-year-on-year-increase-598537>

I found the part about short form content. This will help me understand what sort of content my target audience enjoys viewing.

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Extremely eager for the opportunities this course has to offer. The current nature of the work will align well for me, putting in practice work that I would like to complete once my degree is completed. In the past I have had experience in Digital Media through running my own business and completing a traineeship in Digital Media & Publications last year. I am excited to build upon these skills and develop myself at a university degree level. At the moment I have plenty of ideas floating around for a potential project.

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The power of living in the present; step outside and see the world. Enlightening people to the world they can have, if they choose to live in it.

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Target Audience
Australian 18-21 year olds living in the city, interested in living life to the fullest and uses technology daily.

Why
By targeting this audience, I will be able to have a real impact on people in a similar situation to me. In turn, this will allow me to enrich the life of my audience.

Demographic
Age: 18-21
Personal Interests: Interested in living to the fullest, technology used daily, searching for freedom
Political/ideolgical affiliations: self development, philosophy
Geographic location: Australian cities
Level of education: Finished Year 12 and currently studying

Networks
Which platforms are members of my audience using?
Tik Tok, Instagram, YouTube, Facebook
How long do members of your potential audience spend on those platforms?
2h 0m on Social Media daily (Genroe 2023)
How often do members of my audience use the platforms?
They use the platforms daily on multiple occasions
What kinds of content do they enjoy consuming?
Prefer watching short form content on mobile devices (Mubrella 2019)
How can your content enrich the life of your (potential) audience members?
By providing an information video, intending to inspire and make my target audience change, I will enrich the entirety of their lives. They will be better humans and will be able to live life to the fullest extent.
How does your content differ from similar content available online?
It specifically targets the youth of Australian cities. The content will be relatable and ensure that it is understandable for all. It will include elements of humour and videography beauty.