Colours To give a clear contrast of colours to separate all of the different sections across each page, I’ve used a visual hierarchy of a pink background colour of F0CBEC for the top buttons, heading backgrounds, and footer backgrounds. This shade of pink, paired with a cream background of FFFEE3, creates a bright and uplifting colour scheme throughout each of both the site and app pages. Another prominent colour used throughout all of the pages is a dark green of 0C630A with an opacity of 73.33%. This has mainly been used as a placeholder for images. The reason this green was chosen, is because most of the images that would replace these would be featuring a lot of greenery from the gardens where the festival is held. Once they have been replaced with the correct images, the colours would be a lot lighter compared to in this mid-fidelity design. Colours would also vary if showing different flowers or plants, giving an overall lighter colour scheme to each page than what is currently shown.  A grey placeholder has been used for images such as logos or people which may have duller colours than plant images. These images shapes have also been depicted as squares, but this is just to give a rough idea of the spacing of each logo, as logo shapes and sizes may vary. Similar to the logos, for the team profiles on the website a circular shape may end up being used to draw the viewer into the image of the person. This would stop users being distracted by the background of the image and also allow for the pictures to be slightly larger if applicable.  Typography Merriweather Sans has been used for the typography across both the site and app to create an overall casual and clean look that runs through the design. Keeping the same font throughout both the app and website (excluding the logo) conforms to the UI Principle of having easy to read fonts that are comfortable for the viewer to read.   For the headings on each page, font sizes are larger than general information so that the viewer can pick out the key sections which they are looking for easier. Paired alongside the use of pink backgrounds and larger fonts, headings are also underlined in contrast to plain text for paragraphs and other information. A design feature that was considered, was making these headings also in Italic and Bold to further differentiate the contrast between normal text and headings. However, around 90% of users stated that the headings were already clear enough, with some saying that attempting to make them any clearer would become quite extreme.  For the logo, Maiandra GD was chosen to give a fun look to the logo, with the intent to give the viewer the impression that the festival is upbeat and joyful. It also conforms to the target audience of teens to families of all ages, as it isn’t formal but also not childish. 79% agreed with this, however some, mainly such as male teens, thought the logo was a bit too feminine with the use of pastel style colours.