Process Posts, PUB 101

Process Post #6: Imagining My Audience

Imagining an audience is a valid part of having a blog. As Chittenden (2010) mentioned, “without having cues about who will view a post, an imagined audience provides a necessary way of envisioning who should be present…” (p. 512). The “public” or “concrete audience” (Warner, 2002, p. 413) that I have been imagining for my blog thus far is a group of people, particularly young women, in my age demographic who care about improving their mental health. Specifically, I envision my audience as a group of people who are able to relate to me, and are emerging in the area of becoming advocates for mental health and diminishing the stigma around it.

My imagined audience has informed my design in the sense of the colours, aesthetic, typography, and images that I use. My use of pink and neutral shades is intended to be calming for the audience, and also represents my own demeanor. As Pagé explained, your colour palette should be consistent, which is what I been maintaining. In the cover photos that I create using Canva, I utilize similar colours and I try to use consistent patterns. For example, my process posts rotate between white and pink backgrounds each time. Furthermore, Pagé described that typefaces should include considerations in making them “legible, readable, flexible, and classy”. My editorial typography is very consistent and never changing, with the same font, and colours utilized (i.e. black, grey, pink). This is intended so that it is easy to read. The typefaces that I have chosen for the cover photos are different, however they still fit the criteria that Pagé described. My use of different typefaces on the cover photos has been intended to draw in my audience and give each post some uniqueness. However, there is still some consistency in the style of font that I choose as well as the colour, to give it a feminine and calming feel.

The written content that I have been producing is intended to match the various design decisions that I have made in the cover photos that I have created, through the colours used, and the typography, as mentioned above. Furthermore, Gertz (2015) mentioned that editorial design is about “…content and design at the same time” (para. 83), which is why I wanted my blog to be visually appealing and fit in with the aesthetic that I imagine my audience to be. Furthermore, due to the overarching blog theme of mental health and emotions, my written content and design is tailored to appeal to an audience that is interested in this.

Ultimately, my imagined audience is supposed to fit the identity that I have created on my site. As I mentioned, Pagé, in her lecture, also explained the use of consistent photos. While I have touched on the cover photos that I have made, the pictures that I use throughout my blog and within my posts are mostly serene photos that I have taken, which are supposed to welcome my audience and make them feel at ease. In particular, I utilize lots of landscape photos, like sunsets, with consistent calming colours. These are intended to represent the overall theme of mental health and convey a message of internal peace to my audience.

My hope is that the audience that I have imagined appeals, fits, and connects to the way in which I have created and designed my blog. I also discuss a bit more about my overall blog design in my “web design” process post.


Chittenden, Tara. 2010. “Digital dressing up: modelling female teen identity in the discursive spaces of the fashion blogosphere.”Journal of Youth Studies

Gertz, Travis. 2015. “Design Machines. How to survive in the digital Apocalypse.” July 2015. Available from:

Warner, Michael. 2002. “Publics and Counterpublics.” in Quarterly Journal of Speech. 88.4. Available from:

Cover photo created with Canva

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