On the homepage of the Latitude festival, the three main colours are green, blue and yellow. These colours create a fresh feeling and represent the colours of the environment, which shows that the festival is a nature-loving festival. The page includes a border of drawn plants, which creates a very arty and creative effect and relates back to the hippy era of 1960s. This style has become a modern theme, as festivals have bought it back by creating a sense of peace and innocence. The creativity on the homepage reflects the art, literature, poetry etc. of what the festival includes other than music.
It also represents a fairground; the writing in a wavy font relates to a rollercoaster and the pictures of stripy colourful tents lower down the page could also be a connotations of a fairground or circus. In addition the word "Latitude" is presented in a font with flicks and squiggles which is an ideology of a fairytale. The flowers and butterflies also add to this fairytale theme.
The target audience of this festival is aimed at families with young children aswell as music lovers. They offer entertainment for children, and bright, cartoon, fairytale effect of the homepage could represent the "fun" side of the festival that the younger children will appreciate. The statement saying "it's more than just a music festival" suggests that there are all types of fun activities for all ages. I think the festival is mostly aimed at young adults between the age of 16-28. This is because the logos of Facebook, Twitter and other social networking sites are shown at the top right of the page and the majority of people who use these websites are young adults. The main group of young adults in which the festival is aimed at is "indie scenesters". The type of people who general listen to the indie/rock genre of music. I think it is aimed at the creative teenagers and those who dress in skinny jeans and lots of jewellary. The homepage gives out the impression that it is a big festival, but perhaps a little less mainstream than others such as Reading, or Glastonbury. Therefore, it would appeal to a fewer mainstreamers and a more altnernative audience.
What other artists would our target audience listen to?
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