According to Penguin / the brief, the target audience is a 'new generation' of readers. In terms of age range the demographic of 'new generation' of readers could range from 16 to 29, however, outside the spectrum the audience would be much older. The book is deemed an old classic and is classed by the times As the 'most loved book of the last 60 years'. By aiming the design at a contemporary leadership would be the smartest approach as the brief doesn't mention an older readership, therefore, this demographic shouldn't be the main focus but could be a secondary though in terms of the book's future.
When developing and creating a design based on a' contemporary readership' the design style and aesthetics can only go as far as the concept will allow. The layout will include a contemporary hierarchy and structure, colours would be fresh and visually stimulating for young readers to persuade them to pick up. Imagery will also focus on achieving the same incentive, a new generation of readers may not have read a book in their lifetime before, therefore it is important to encourage users to pick up and this will be through modern and contemporary design elements.
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