Chapter 13 : Thoughts about creative

A person's age is one of the many factors influencing the response to the combination of imagery, sound and copy that we call 'creative'. We know that age alone is a poor determinant of consumer behaviour. The same applies to predicting the response to creative.

It is impossible to define the dos and don'ts of the creative for TV, print, packaging and point of sale that works best with older people. The instant you start writing guidelines you are forced into making assumptions and gross generalisations. Prescribing the rules of creative for the over-50s might be a futile quest but it does not stop a lot of people from trying!

No rules exist, but there are some guidelines about what is likely to work and what will almost certainly not. This chapter helps navigate the difficult task of producing 50 plus friendly creative.