It is no secret that as we get older, our memory declines. The bad news is that our memory starts to decline in our twenties! The good news is the decline is really gradual, usually until we pass our eightieth birthday.
There are basically three types of memory that everybody uses: long-term, short-term and working memory. Long-term memory is anything we remember – it’s generally how most of us define the term, memory. Short-term memory is the information we are currently thinking about – it’s the “receptionist” for the brain.
And Then there’s “Working Memory”…
Working memory is what we do with the information in our brains – the brain’s “scratchpad” that enables the brain to keep and use several pieces of information active while trying to do something with them, like:
As one ages, these tasks become more difficult, thanks to working memory loss. And that is important to remember when advertising to older adults.
Because the loss of working memory results in slower information processing and less capacity to multitask, older adults have greater difficulty comprehending complicated diagrams or long, complex sentences with multiple clauses.
Another problem caused by working memory loss is that aging seniors find it harder to maintain focus and deal with distractions. Lack of focus makes it more difficult to follow the message flow of lengthy copy, resulting in the senior abandoning the content before a complete message is delivered. As the senior cohort ages further, it becomes increasingly important to eliminate potential distractions that may lurk in advertising materials and websites.
Rules for Advertising
Recognizing the difficulties created by less working memory, how do we address them? Here are three rules that will help when communicating to seniors in print or online:
By the way, these rules are generally consistent with good advertising technique, no matter who the target of your advertising is.
Finally, keep in mind that while older adults may not receive and process information as they once did, the decline in working memory does not make them less intelligent. They just process that information differently than they used to. The advertiser’s job is to make sure roadblocks are not created that can hinder their receipt of the communication.
Your best rule-of-thumb: Keep it simple.