One of the most important questions to ask when starting a design project is “Who am I designing for?”. Personal style and preference is important but at the end of the day your clients/audience are the ones who will be viewing and using your design the most. Sit down with a pen and paper a create a profile for your ideal client including age, occupation, budget, location, desired outcome, interests/hobbies and anything else you feel will be beneficial. This will give you an insight into who you want to target.
Don’t forget the “who” you are designing for.
Here is a template to get you started