Size in Type
I have been thinking about this topic for quite some time. As a growing number of baby boomers and others of older generations are being targeted in advertising and etc, how does this affect typography. I have notice dealing with clients especially ones over 50 that they simply can't understand and/or read type that is under 12 pt or that is in many different styles. How does this change our approach as designers? It seems the growing trend is almost a "smaller is better" approach recently, but is this really effective? Should we be shifting towards trends or manipulate our designs so people of an older generation can read them?
It all comes down to impact, how much impact are we having on that growing market if typography is shifting smaller and smaller yet the majority of the population is getting older and older?
posted by KrisJuhl @ 8:27 AM
8 Comments:
Well I'd say that we're not having an impact on the audience. If they can't read your tagline or your headline for that matter that means they're not connecting to the advertising. I don't think we should have to change our design and type for every project, but if you know your target audience is
50+ then you should know your target well enough and use type a little differently to accommodate the issue.
I believe this falls under the topic of Research. Yes, your thinking needs to adapt to your audience and so does your design. Readability (if that is what you are aiming for) should be taken into consideration.
I agree with the aspect of doing your research before designing. Larger type for the older folks, smaller if applicable for the younger ones. Trend or no trend you need to be effective in reaching your target audience.
Ugh. Old people. I work with this old man who always wants anything I create to have HUGE type. However, the target audience for the ads are professional photographers, people who hopefully still have the gift of great sight. I think the only time you should succumb the type complaints of the elderly should be if you're creating something that they will read. Otherwise, Gramps should get a magnifying glass if he wants to read our gorgeous, small type.
Yea, gosh... I really can't think of much else than whats been said. It all depends on the project specifically, if the project (and audiance) require large or small type, then you should make your choice accordingly
I don't think a larger typeface should be completely disregarded for the sake of your piece. Obviously research should go into it to determine the size, but to some extent, I see it as a sign of respect for people with difficult sight. It's not necessarily the elderly that have poor vision. I would have to say that not only does it depend on the target audience, but also the project. If it is a self-promotion piece, than really it's about your design. If it's something to be put in a magazine, you might have to think a little more about people, in general, that can not see as clearly. Besides if it's an ad, and you have fifteen seconds to reach that person, I don't think they would reach for their glasses...
i say get better glasses. lol. I suppose it does all depend on the variables. like weather or not they are a target of a specific design/whaveter. perhaps we can start getting our grandparents magnifying glasses. and then when you use it tell them they don't look old...they look like sherlock holmes. lol. but, like bill said, i think it falls under research.
Personally, I agree with Christina. Ugh. Old people. I too work with a boss who constantly points out type he deems too small, and he’s not even that old. Professionally, I agree with Jordan, Bill and everyone else who has said the same thing. You always need to research your target. Otherwise you’re not doing your job very well. Your message won’t get across, the client won’t sell enough old people goods and you’ll be fired. But at least you can put your resume in the point size you want.
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