Older people are readers. They read magazines, newspapers, books, brochures, newsletters, even direct mail. The mature population is, almost single handed, keeping newspapers and magazines alive, given the mass flight of younger groups to the Internet and other forms of digital media.
Yet marketers, profit and nonprofit, continue to make grave errors in their print materials for mature audiences. Here are the top do’s and don’ts of designing material to appeal to your mature readers.
1. Augment Your Type
Type-size must be larger than average. Ask your designer to use 12 pt type and larger if you target an older demographic. Twelve point type looks good and not like a large print version of Reader’s Digest—something that might turn off people who are under 65.
2. Use Appropriate Typefaces
A serif type is preferred for large blocks of printed text. A popular serif typeface is "Times Roman."
Never use only upper case letters LIKE THIS. Limit the use of italics, script and ornate typefaces.
Use sufficient “leading” (the white space around each character) between characters so that the letters don’t seem to run together. Experts recommend 2 pt leading for mature eyes.
Make line spacing larger than usual. Single space may be too hard to read so try 1.5 or double spacing.
3. Use Good Contrast
Use dark type on a light background. This provides the contrast that older eyes need in order to see well. You can never go wrong with black type on a white background, so use it most of the time. Use reverse type (that is when you use a light type on a dark background) only for headlines, never for large blocks of type.
4. Break it Up!
Write short paragraphs and use subheadings, in bold, to break up long copy. Paragraph after paragraph of text without subheadings looks gray and dreary and is hard on the eyes. Also, subheads make it easy for readers to scan and read only what is relevant to them.
Make generous use of bullets, numbered lists, sidebars, and pull-out quotes to help break up your pages. Line length should be short--about five or six inches. Use columns when necessary.
5. Color It Carefully
When using color for headings or backgrounds, choose carefully. The older eye develops a yellow cast, and it becomes harder to distinguish between certain colors. For instance, blue, purple and green may look alike when used together. Yellow, orange and red are much easier to tell apart.
6. Use Photos Effectively
Never put type over a photo, not even your headlines. Here is an easy test for readability: photocopy the page. If the photocopy is easy to read, then you can be sure the original is readable. Type printed over images will not be readable when photocopied.
Use photos that are sharp and crisp. Using something fuzzy for artistic effect will have older readers trying to clean their glasses.
Black and white images work fine and can be very effective. Avoid coloring a black and white photo.
7. Make It Easy For Your Readers
Never use glossy paper. Light reflects from the gloss and makes it very difficult for the reader to see the print. Use a matte finish. Don't laminate materials or put them into plastic sleeves.
Avoid complex folding of your printed piece. For brochures, use a simple double or tri-fold.
In your newsletter, don’t use “jumps” where an article is continued on another page that is out of sequence. The reader should be able to read an article through without having to look for the continuation.
8. Did We Say They Like to Read?
Don’t take print for granted. Work with your designer to make sure that your mature readers can easily access your information. With care, your material can be both stylish and easy to read.
Mature adults are willing readers. Take advantage of it.
