The target audience is the NYC public that sees physicians. Many patients are referred to specialist doctors by their primary care doctor, but increasingly, patients armed with the internet are seeking doctors out by themselves. Thus, this group will be internet saavy, intelligent, and self-starting. We want to capture these people, but also need to appeal to traditional folks who are using the internet in a more basic way -- for example, many grandmothers now use the internet to gather information.
Please see brief and winning design for theme, color choices and winning logo #21:
Note color choices:
sage, green, beige, white, brown, perhaps introduce complementary blues
As seen in the logo brief, the lead doctor is Hindu, so some suble use of Indian accents may be welcome.
The website should be modern and clean, not busy or complicated. The patient should feel welcome to explore or make an appointment.
The look should feel big city and professional however, not folksy. It should lean more to a graphic or abstract look more than one focused on images of patients or diagrams related to medicine, or cartoons.