There’s a recent trend for designers to use very small, light weight fonts. While it may look nice and allow for more content to be displayed, it doesn’t always work. With the average American being bombarded with up to several hundred messages every day, the hard-to-read messages are ignored, especially by older Americans.

The following age-related factors should be considered when selecting fonts and colors: 

• One in four Americans is a 45- to 63-year-old Baby Boomer. This is the largest population group in U.S. history.

• Near the age of 40, the lens of the human eye begins to harden and small type becomes difficult to read. 

• Around the age of 65, the lens of the eye thickens and yellows. Things begin to look more yellow and it becomes hard to distinguish between shades of green and blue. 

Much like a fine pianist, a designer’s personal style, talent and knowledge determine the quality of the finished piece. For advertising to be successful, the designer must know and understand the target audience.