Rationale

Rationale

The aesthetic we have chosen for our video is paper cut outs, as we think it is visually engaging and gives us a point of difference from a majority of other websites, which tend to be digital. As this aesthetic may potentially come across as youthful, we have balanced this with content which is colloquial and more aimed at University students, as that is our intended audience.

The target audience for our animation and website is University students, as we think they are at a good age to change their plastic bag buying habits. We have targeted this age group by using humor and colloquial language, keeping it casual and easy to engage with. We have also tried to target students who may be apathetic towards this issue by creating a character who they can relate to.

We have communicated our information through the form of a conversation between two characters, while simultaneously illustrating the lifestyle of a plastic bag. We have used this style of narrative as we think it will keep the viewer engaged and interested.

The design of our website relates to the aesthetic of our animation, and we have tried to keep it simple and easy to naivigate. The user can eaily jump or scroll to sections, and jump back up. We have also used our website to provide the reader with additional information of their choosing, which we have breifly mentioned in the animation to inspire some interest. We do not want to bombard the viewer with information in the animation itself, which is what makes the website useful.