Impact of purpose on design
Genre Conventions
Genre conventions are the typical features audiences expect from a type of media product. They can be the look, the sounds, the characters, the language or the layout. For example, a true-crime podcast often opens with tense music, a slow and serious presenter, and a story that keeps you guessing. These are expected patterns, not fixed rules.
Conventions help a product be recognised quickly. When a cover, trailer or homepage uses the signals of its type, you know what you are getting before you read a word. They also help the product meet its purpose: an information board at a nature reserve can use clear headings, simple maps and a friendly tone to signal that it is there to inform visitors about the wildlife, not to sell them a thrill.
Conventions and purpose
| Product type | Conventions audiences expect | How this supports the purpose |
|---|---|---|
| Comedy night poster | A playful title, warm colours, a cartoon spotlight | Signals a fun night out, so the event feels appealing and the poster can promote it |
| Local news website | A breaking-news banner, short factual paragraphs, dates and times | Shows the page is there to inform readers, so they trust it for up-to-date facts |
| Horror film trailer | Flickering shots, a jump-scare cut, a looming monster | Builds fear and excitement, so the audience wants to watch it, which promotes the film |
| Charity short video | Real people telling their story, a calm but serious tone, a clear request to donate | Builds trust and nudges the audience to act, which is how it influences them |
Conventions can be followed or adapted. A cookery channel for beginners might keep the close-up shots, upbeat music and step-by-step captions that cookery videos always use, but slow the pace and add a recap at the end of each recipe, so it still entertains while it teaches. A genre convention is one tool for achieving a product's purpose.
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OCR Creative iMedia · Impact of purpose on design