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Adults in the U.S. over age 25. They may or may not be familiar with the product. Our customers are generally well-educated, fully employed, but have problems paying all of their bills on time.
Probably text with a small image.
The usual image in this industry is fun, bright colors, eye-catching. We want to try something different. We want to aim for a higher class of customer, appeal to people who are a bit more serious and may be older or more responsible.
We want it to be more professional, but not stuffy. Like a bank, but with fewer restrictions. We want people to feel welcome - we want to appear trustworthy, but not strict. We want people to think that we will accept them, so we don't want to appear too bank-like.
1. Not cartoony or too young - it can be playful but not cheap or childlike
2. Nothing too elegant - we do not want to come across as being fancy or elitist. We want everyone to feel comfortable coming to us for help.
3. The typeface should be clear, simple and bold. We want something that stands out as being dependable. Again being careful not to be too fancy.
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