For those who (wisely) don’t ascribe to the theory that “print is dead” for planned giving marketing, it is important to design your materials for those 70 and above who are reading with older eyes. Following these guidelines will ensure that your materials are senior-friendly.
- Limit italics. Italic and script typefaces are difficult for seniors to read, particularly when it is used for more than one or two words. When you want to emphasize a point, use bold or a different font.
- Left justify your text. Left justified text is easiest to read.
- Keep sentences, paragraphs and line lengths short. Seniors will tend to read only the first line or two if the paragraph is longer than seven lines (lines, not sentences).
- Use high contrast. Black, dark blues and deep greens are much easier to see than light ink colors.
- Use reversed type sparingly. Seniors find reversed type very difficult to read as the letters tend to “fill in.”
- Make it readable. The easier a topic is to read and understand, the more it is apt to be read. This does not mean “dumbing down” your copy; it means using simple, direct writing and shorter sentences and paragraphs.
The eye of the beholder
Eyesight declines noticeably by age 45, about the time that many of us begin to realize we need bifocals or readers. Keep in mind that by designing for older eyes, your printed materials will be more inviting for all ages to read. ■
