Why does this relate to the consumer?

• The playful aesthetic which comes from TikTok is something that the consumer is familiar with as it ran through a lot of trends over the pandemic and post-pandemic. However, this aesthetic can be seen as quite feminine. It was perhaps more popular amongst women across the platform.
• The use of psychedelic bright colours aims to engage with the consumer and catch their eye. Nostalgic imagery can be seen as trendy at the moment and these bright and bold colours will not fail to catch the consumer's eye.
• Aura art is very timely and connects to TikTok again, spirituality has come to the forefront of trends thanks to TikTok. However, again, this trend can be seen as feminine and not perhaps one that DMY’s consumers would engage within.
• The bubbly font which was referenced has been used throughout recent popular editorial photostories and will be familiar to the consumer. Nostalgic font (Burger King) will also be familiar to the consumer due to its use in advertising and media. But perhaps falls too far out of DMY’s branding.
• Vandalism and graffiti will be attractive to the consumer due to the artwork's rebellious nature.