Web design needs to be tailored to users – their needs, habits and preferred technologies.
Members of each generation have unique ways of interacting with websites depending on how they perceive the world. Therefore web design and messaging should be careful to consider target age cohort.
It’s always a good exercise to determine which cohort is the main focus of your business. The common desire is to talk to all consumers, regardless of age. This can make the site less effective for each. And the minute we talk clearly with one age group, we risk losing another.
Although there are many stereotypes and exceptions, we know a lot about the benefits and attitudes of each generation. The University of South Florida has long published diagrams of generational differences. For years, I have been incorporating generational trends into my clients ’web design.
Here is a summary of what I learned.
Let’s start with baby boomers born from 1945 to 1964. This generation appreciates larger fonts with good contrast (dark colors over white) and larger voles along the edges. Many baby boomers are idealists with high principles and goals.
In addition, they:
- Evaluate the flexibility of several options to choose from,
- Use both e-commerce and personal shopping,
- You feel aversion to deep browsing to find a product that
- Answer their phone and make a call (appreciating easy access on the call button),
- Appreciate the smaller, “soft” benefits of products
- Rarely ask friends and family for advice, as they depend heavily on brand awareness,
- Give importance to the fold.
Generation X was born around 1965 to 1980. They are more comfortable with technology than baby boomers, and have been involved in the development of the Internet. But this generation is focused on one thing: results. They have little time and they live by the WIIFM rule – What’s In It For Me.
- Appreciate informality, pragmatism and simple design,
- Live as time is their greatest wealth, so eliminate fluff and complex layouts,
- Separate when they feel disconnected,
- Prefer direct conversation and facts
- Use email as the best communication tool,
- Answer emails better than by phone, if only at work,
- I don’t like buzzwords and jargon,
- Appreciate humor.
Next we have Millennials who were born from 1981 to 1996. Members of this age group appreciate design with lots of white space and unconventional shapes and colors. They see life globally and look for effect and purpose. So associate your message with these values.
- Prefer shopping tied to experience,
- They rely heavily on their phones and expect the same experience on a mobile phone as on a desktop computer,
- Respond well to humor and fun,
- Have a strong consumer mentality,
- Prefer text messaging and social networking for communication,
- Evaluate the manifestations of vulnerability and humanity (so use authenticity),
- Appreciate stories and emotional scenarios,
- Love free shipping, rewards and special offers,
- Strongly dependent on the opinions of friends and colleagues.
Finally, Generation Z, born around 1997 to 2012. The oldest generations of Z get married and have children. They are often innovators and want to be involved in the product creation process.
- Socially responsible and expect brands to be the same,
- Have discerning tastes and preferences and discerning buyers,
- Want products delivered, not taken to the store,
- Demand efficiency and trouble-free,
- Expect real-time notifications of your orders,
- Prefer the convenience of online shopping and efficiency over price,
- Spend considerable time studying the product before buying,
- Trust family and friends’ confirmations more than advertising,
- Respond well to two-way interactive marketing,
- Used to getting what they want online at a good price.
Knowing the intricacies of each generation, e-commerce owners can focus on one of the most important to their business. Reducing messaging and design for conversations with different age groups can make the impact less significant for all users – and reduce conversions.
https://www.practicalecommerce.com/web-design-for-everyone-pleases-no-one Nobody likes web design for everyone