Physical Limitations

Seniors have problems with physical limitations to varying degrees. For example, many have trouble with eyesight. Adjust your marketing piece by avoiding small type, crammed type and crowded copy. You’ll increase your response if you use 12-14 point type or larger in all communications. We once tested 10 point vs. 14 point in a direct mail piece… the 14 point (with identical copy) boosted response by over 18%. When designing material make the act of responding easy. For example, in direct mail you do this by simplifying the response device and providing ample room to write their name and address. Another important rule for both print and online is to avoid reverse type. Reverse type can cut your readership by a whopping 75%.