How old are your Graphic Designers? Over 65?

I doubt it.

𝗧𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝗱𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗽𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗶𝗺𝗮𝗴𝗲𝘀 𝗼𝗳𝘁𝗲𝗻 𝗵𝗮𝘃𝗲 𝗻𝗼 𝗶𝗱𝗲𝗮 𝗵𝗼𝘄 𝘁𝗵𝗼𝘀𝗲 𝗱𝗲𝘀𝗶𝗴𝗻𝘀 𝗹𝗼𝗼𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗵𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘂𝘀𝗲 𝘁𝗵𝗲𝗺.

As we age, our vision changes in subtle but impactful ways. Yellowing corneas, diminishing contrast sensitivity, and more (I mentioned some of this in earlier posts). Yet, the folks behind the design decisions rarely consider this. They’re designing for younger eyes, not for a 71-year-old customer trying to read product details. Most graphic designers are in their 20s or 30s, with perfect or corrected vision. But what happens when your primary buyer is aging and their eyes aren’t seeing things the same way? They’re struggling to read the fine print or distinguish between soft, trendy colors that blend together.

Why does this happen?

• Designers don’t experience the same vision issues: Most designers don’t deal with yellowing corneas, blurry vision, or contrast issues.
• A focus on aesthetics over function: Light, delicate colors might be on trend, but they can make a product unusable for many older consumers.
• A lack of understanding: If you don’t experience it, you’re less likely to design for it — small text may be fine for you, but impossible for our 71-year-old grandma Susan to read. 

What should brands do?

Start with data:

• Understand who your audience really is. If a large portion of your customer base is over 65, you need to think about how they see your product.
• Test images with older consumers: Before signing off on a design, get real feedback from people who might struggle with low contrast or small fonts.
• Prioritize readability over aesthetics: Design is about communication, not just decoration. Make the text clear, bold, and easy to read. 

 

How Vision Changes Affect Shopping Behavior on Amazon

Understanding what aging eyes actually experience helps you make better design decisions. Here are the specific vision changes that affect how older shoppers interact with your Amazon listing:

• Yellowing of the cornea: Blues appear darker, and the difference between blue and green becomes harder to distinguish. Avoid blue text on dark backgrounds or blue-green color schemes for important information.
• Reduced contrast sensitivity: Light gray text that looks elegant to a 25-year-old designer is invisible to a 65-year-old shopper. Use black or dark text on white or light backgrounds.
• Slower dark adaptation: Transitioning between light and dark sections of your listing is harder for older eyes. Maintain consistent brightness throughout your images.
• Smaller pupil size: Less light reaches the retina, making everything appear dimmer. Brighter, higher-contrast images perform better.

The practical takeaway: show your images to the oldest person you know. If they can read everything comfortably on a phone screen, your design works. This is not just about being nice. It is about not losing sales from the wealthiest generation of Amazon shoppers.

Frequently Asked Questions

How should I adapt my Amazon images for older shoppers?

Use high-contrast text (dark on light), minimum 16pt fonts, simple one-idea layouts, and avoid blue-green color combinations. Test your images on a mobile device at arm's length.

Do older Amazon shoppers buy differently than younger ones?

Yes. Older shoppers spend more time reading reviews and product details before purchasing. They are less impulsive but more loyal once they find a product they trust. They also have higher average order values and lower return rates.

What font size should I use on Amazon infographic images?

Minimum 16pt for body text and 20pt+ for headlines when viewed at standard image size. Many sellers use 10-12pt text that looks fine on a desktop monitor but is unreadable on mobile devices, where 70%+ of Amazon traffic comes from.