Year 11 · ICT · Autumn 1
Safety and security; audience; communication · Lesson 3 of 5
Audience
Theory9.1 Audience appreciation9.2 Copyright
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
You will learn to
- Explain why a product must be planned for its audience.
- Describe how age, experience, expectations and knowledge change the design of one message.
- Describe software copyright and software piracy.
- Describe how producers protect software from being copied.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Success criteria
You have got it when you can say:
- I can redesign one message for three different audiences.
- I can give two design choices that suit young children and two that suit adults.
- I can name three ways producers stop software being copied.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Retrieval starter
Questions from before. Write your answers, then show them.
- Last lesson
Netiquette is…
A A network cableB A search engineC Polite behaviour online
C. Polite behaviour online
- Earlier this unit
Shoulder surfing is…
A A firewall ruleB A type of malwareC Watching someone type their PIN
C. Watching someone type their PIN
- Last year
Zip compression is…
A LossyB NeitherC Lossless
C. Lossless
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Key words (1 of 4)
- Audience
- The group of people a product is made for.
- Audience appreciation
- Understanding the audience's needs and planning a product to suit them.
- Purpose
- The job a product must do, such as inform, persuade, entertain or sell.
- Expectations
- What users expect a product to look like and be able to do.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Key words (2 of 4)
- Accessibility
- Designing so that people with disabilities or extra needs can use a product.
- Copyright
- A law that protects the creator of an original work from it being copied without permission.
- Software piracy
- Illegally copying, sharing or selling software.
- Licence
- Permission to use software under set rules; the buyer does not own the program.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Key words (3 of 4)
- Product key
- A unique code entered during installation to prove the copy is genuine.
- Activation
- Checking a product key with the producer's server so it is used on a limited number of devices.
- Dongle
- A small USB device that must be plugged in for the software to run.
- Digital signature
- Encrypted data added by the producer to prove software is genuine and unchanged.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Key words (4 of 4)
- EULA
- End user licence agreement: the terms you must accept before installing software.
9.1 Audience appreciation · The explanation · step 1 of 9 · part 1 of 2
What audience appreciation means
The audience is the group of people who will read, watch or use a product.
Audience appreciation means understanding their needs and planning the product to suit them.
The designer finds out about the audience first, often with questionnaires, interviews or observation, the same methods used in the systems life cycle.
9.1 Audience appreciation · The explanation · step 1 of 9 · part 2 of 2
What audience appreciation means (continued)
If the audience is ignored, people find the product hard to use, boring or confusing. They stop using it, and the time and money spent is wasted.
9.1 Audience appreciation · The explanation · step 2 of 9 · part 1 of 2
Four things to know about the audience
Cambridge names four characteristics: age, experience, expectations and knowledge.
Each one changes the design choices.
| Characteristic | Questions to ask | Effect on the design |
|---|---|---|
| Age | Children, teenagers, adults, older people? | Young children: large text, simple words, bright colours, pictures, sound. Older people: larger fonts, high contrast, simple layout. |
| Experience | Have they used computers or this kind of product before? | Beginners: clear instructions, help screens, few options. Experts: shortcuts, more features, less explanation. |
| Expectations | What do they expect to see or be able to do? | Users expect a shop site to have a basket and search box. A product that does not meet expectations looks unprofessional. |
| Knowledge | What do they already know about the subject? | Experts accept technical terms. A general audience needs plain words and a glossary. |
9.1 Audience appreciation · The explanation · step 2 of 9 · part 2 of 2
Four things to know about the audience (continued)
In the exam, link each feature to a reason. 'Use large font' earns less than 'use a large font because young children are still learning to read'.
9.1 Audience appreciation · The explanation · step 3 of 9 · part 1 of 3
Design choices you can change
Once the audience is known, the designer adjusts the parts of the product.
The most common choices are language, layout, colour, font, images and multimedia, and the level of interaction.
9.1 Audience appreciation · The explanation · step 3 of 9 · part 2 of 3
Design choices you can change (continued)
| Feature | Young children | Business adults |
|---|---|---|
| Language | Short sentences, simple words | Formal, technical terms allowed |
| Font | Large, clear, sans-serif | Smaller, professional, consistent house style |
| Colour | Bright, many colours | Limited, corporate colours |
| Images and media | Cartoons, animation, sound | Charts, graphs, photos |
| Amount of text | Very little | More detail is fine |
| Interaction | Big buttons, simple games | Menus, search, filters |
9.1 Audience appreciation · The explanation · step 3 of 9 · part 3 of 3
Design choices you can change (continued)
Every choice either makes the product easier for this audience or harder. The aim is to remove anything that gets in their way.
9.1 Audience appreciation · The explanation · step 4 of 9 · part 1 of 2
Purpose: what the product is for
The purpose is the job the product must do: inform, persuade, entertain, teach or sell.
The purpose affects the content and style as much as the audience does.
A designer must think about both together: who is it for, and what must it achieve?
9.1 Audience appreciation · The explanation · step 4 of 9 · part 2 of 2
Purpose: what the product is for (continued)
9.1 Audience appreciation · The explanation · step 5 of 9 · part 1 of 2
Accessibility for all users
Some members of an audience have extra needs: poor eyesight, colour blindness, dyslexia, hearing loss or limited movement.
Good designs help them: text that can be enlarged, high contrast, alternative text for images, captions on video, clear sans-serif fonts and keyboard control.
These features often make the product easier for everyone.
9.1 Audience appreciation · The explanation · step 5 of 9 · part 2 of 2
Accessibility for all users (continued)
Ignoring accessibility shuts some people out. Many countries, including Spain, also require public websites to be accessible.
The explanation · 4 more steps
More on the lesson page
The lesson page has the rest of the explanation, step by step:
- Software copyright and piracy
- What copyright law forbids
- How producers protect their software
- Comparing the methods
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Quick quiz · 1 of 3
A sign that a website may be unreliable is…
- A No author, no date and many adverts
- B References to its sources
- C A .gov address
A. No author, no date and many adverts
Who, when, why, and can you check it elsewhere.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Quick quiz · 2 of 3
An intranet differs from the internet because…
- A It is slower
- B It is private to an organisation
- C It has no pages
B. It is private to an organisation
Same tools, restricted users.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Quick quiz · 3 of 3
Validation checks that…
- A The data is sensible: the right type and in range
- B The data is what the person meant
- C The spelling is right
A. The data is sensible: the right type and in range
It cannot know the truth, only the shape.
Year 11 · ICT · Safety and security; audience; communication · Lesson 3 of 5
Exit ticket
Answer on paper before you go. Then check.
Double data entry is…
A VerificationB ValidationC Proof-reading
A. Verification Typing it twice and comparing.
A widow or orphan is…
A A spelling mistakeB A single line of a paragraph left alone at the top or bottom of a pageC A blank page
B. A single line of a paragraph left alone at the top or bottom of a page Fix it before you save in the exam.