Barney
- Overwhelmed with information, too much to look at so he would lose interest
- Directed at do-gooders however Barney is self centred and would not be interested
How to get Barney involved
- Hand out recipe cards for alcoholic drinks/ cocktails that involve fair trade coffee
- e.g. Kailua coffee concoction
- Have website simpler, easy to negotiate with a good visual flow
- Bright and inviting colours to look at positive aspects not the negative
- Associate fair trade with good vibes and good memories (brand association/ borrowed interests)
- concise and to the point with no unnecessary information
- There is a lot of repetition in the visual mediums
- i.e the side banner is the exact same information as the video at the top of the page
- Repetition invites boredom, needs to be engaging to have a response from Barney
Bart
- Doesn't want to drink Fair Trade coffee unless its beneficial to him
- Website is focused on people that already make the choice to drink Fair Trade coffee and Bart is definitely not in this demographic
How to get Bart involved
- Rewarding aspects more obvious e.g social status when drinking coffee
- Change the target audience to a younger (university students/hipsters). Bart lies in this target audience
- Position the brand as a trend setting product to entice people that way. This can be implementing in advertising and the overall aesthetic of the website etc
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