KI.KA analysis.
KI.KA is a German public service children's channel with an aim to inform, educate and entertain. Thanks to the combined input of ARD (a joint organisation of germany's public service broadcasters) and ZDF (an independent public broadcaster) the channel boasts some very high quality and varied programming.
The visual aesthetic is built on a very simple idea - collage. Objects from daily life are used but not the stereotypical things associated with children. The creatives try to be surprising in their choice with an aim to inspire the imagination of viewers. Alongside this the channel "encourages self-confidence, not brand awareness, and promotes positive values, not products" it also "supports social, emotion and cognitive development of its young audience."
"The starting point for the channels look was the idea that children grow up with the channel and are kind of accompanied on an evolutionary process through different stages of childhood." - Ellen Karcher (Head of promotions and design)
The programming is aimed at an audience of rapidly developing youngsters. To deal with the speed at which kids 'grow up' the target audience has been divided into three categories: pre-school, school age and pre-teen. Each has it's own variation of the KI.KA aesthetic broadcast at specific times. As a viewer matures they will progress from one section to another allowing the channel to be a part of their lives for longer.
The youngest 'pre-school' programmes have a very simple and paced mode of address mainly presented in a light yellow and sunny colour scheme. School age graphics are based on a blue pallet. Pre-teen idents and presentation move into bright pink and also play with more action and humor.
"The most important thing for us is to get the 'what and when' across - the children have to receive clear information." Ellen Karcher (Head of promotions and design)
The channel works closely with several research institutions studying children's psychology and perception, "studies have shown that even pre-reading age children are able to identify our brand by its logo." Ellen Karcher (Head of promotions and design)
Notable graphic elements:
The colour scheme appears typical of design aimed at children - bright and vivid. Although the use collage brings together much variation through the graphics there is always one clearly dominant colour. This is not necessarily one of the colours specified for each of the three age groups, further variation seems to be acceptable within the design remit.
The typography reflects the collage aesthetic with a ransom not effect that tends to restrict variation within soft sans-serif fonts. Clarity is achieved by keeping a large font size and in a highly contrasting colour to the background.
Conclusion:
The design is clearly taken seriously with the involvement of research institutions and studies to inform and back up the choices made. As a result the design philosophy is a successful one, and has been proven so. Taking heed from scientific research is evidently a logical thing to do.
Philosophy from Uniform on Vimeo.