Ethnicity - As the world contains many cultures it is important that the impact of the design of the product on certain cultures is taken into account. For example certain colour schemes could be perceived as being patriotic to one country., Gender - This was traditionally thought of as Male and Female but times have moved on recent years and gender can also be thought of as transgender etc., Age - Age is a really important factor in what your final product will look like. The age will affect the language used, the images used and the style of the product in terms of colour and font., Location - An example of a local event could be an advertisement in a local paper for a independent shoe shop. A national example could be a TV advert for a music festival such as Glastonbury and International example could be a website for a sports team such as Liverpool FC who have supporters all over the world., Income - It is best to try and identify the income of your target audience using groups rather than using general descriptions. Income is not just how much money they earn but also how much disposable income (money that is left after paying bills etc.) they will have to spend.,

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