Set main body text in capitals and lower case. Normal sentence case
is easier to read than block capitals.
Set text at a minimum of 12-point type where possible.
Ensure margins are flush left and ragged right. This is easier to
read than fully justified text.
Use simple typefaces like Arial or Helvetica.
Avoid printing text over the top of photographs or graphics. Text
is easier to read if it is on a plain background.
Seniors feel between 10 and 15 years younger than their actual age,
so it is important to include aspirational pictures.
One third of older Australians were born overseas, so it is a good
idea to use images that reflect cultural diversity.
Portray seniors in intergenerational situations. Older adults are
part of society and families and like to be seen that way.
Website design
Use a sans serif typeface such as Arial and avoid novelty typefaces.
Use at least 12-point type and allow users to increase size.
Avoid yellow, blue and green in close proximity. These colours
can be difficult for older people to discriminate.
Avoid patterned backgrounds. Use dark type against a light background
or white lettering against a dark background.
Break lengthy documents into shorter sections and organise content
in a standard format.
Use a consistent layout and have navigation buttons in the same place
on different pages.
Provide textual alternative for all images, using the HTML's alt attribute,
for screen reading software and when images are not displayed.
Avoid tightly clustered links not separated by white space.
Drop down menus and dynamic menus can cause problems for seniors who
do not have steady mouse use.
Use different colours to distinguish between visited and unvisted
links.
Use of language
Do let older people know that you value their wisdom and experience.
Do use preferred terms like 'seniors' and 'older people'.
Don't describe older people as 'geriatric', 'the aged' or 'the old'.
Don't use terms like 'grannies', 'wrinklies', 'geris' or 'oldies'.
Selling to the seniors market
Offering a seniors discount is a welcoming gesture and makes seniors
feel like a valued customer.
Add personal touches to enhance the quality of experience and in
turn value for money.
Ensure staff know your Seniors Card offer and are able to answer
questions about your product and service.
Seniors don't like being treated as if they are 'all the same'. Older
people have different backgrounds and beliefs and like to be treated
as individuals.
Get value from your Seniors Card partnership
Display your Seniors Card window stickers - card members look out
for them.
Use the Seniors Card Welcome Here logo in your marketing collateral as well as in your local paper and Yellow Pages ad.
To display the current logo, just copy and paste the following code into your website at the location that you would like the logo to appear. Email marketing@seniorscard.nsw.gov.au for assistance if required:
If you would like a high resolution logo for your marketing or advertising collateral please email business@seniorscard.nsw.gov.au
Tell your customers what your offer is - it makes them feel welcome
and saves them having to ask for their discount.
Promote your offer to over 950,000 Seniors Card members through the
annual Discount Directory.
Take advantage of free promotional opportunities such as special
offers and competitions.
Use the Seniors Card Welcome Here logo in your marketing collateral as well as in your local paper and Yellow Pages ad. 
