Whitepaper Addresses Interactive Design for Seniors
Over the past few months, Immersion Active, an interactive agency that specializes in reaching customers over the age of 50, has been showing off a whitepaper that details how to market to the impending tide of aging adults. They’ll be presenting the whitepaper again at the Direct Marketing Association’s Mastering the 50+ Marketplace in San Francisco in October.
The paper, entitled “Interactive Design Preferences of 50-Plus Users,” is aimed at creators of web sites, DVD’s, CD-ROMS, email, and other interactive promotional materials. Immersion believes it’s important to address the specific problems of developing interactive experiences for people who didn’t grow up using computers or the internet.
The paper describes the importance of using simple website navigation systems, recommending against hidden navigation and pull-down menus. Immersion recommends using appropriate colors and imagery to work with the collected experiences of the older generation, and to be easy to use by people whose senses have been tempered by age. “There are site content architecture, contrast, imagery and layout factors that can no longer be ignored by businesses trying to capture the wealthiest demographic in history,” said Immersion partner David Weigelt in a statement.
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