Primary research: Financial material

HSBC Leaflets

To get a better understanding of what direction to avoid I have collected a few leaflets from HSBC about saving and planning.

These leaflets are aimed at a general audience and are designed for people who are already thinking about financial planning and want further information. This brief calls for a different approach as it is trying to attract the attention of people who don't want to hear anything about it,

Large amounts of white space need to be avoided as it gives too much of a clinical and serious feeling.

Financial planning doesn't have to be complicated but this makes it out to be.

It is the association with things like this that make financial planning and saving so unappealing.
Masses of numbers need to be avoided, the main job is to attract interest that could lead on to further investigation from the customer.

The challenge is to find a balance between fun/ engaging/ appealing and trustworthy/ facts/ information