Understanding Subjective Age Improves Advertising Design

The agreement between chronological age and subjective age declines steadily throughout the adult decades, and understanding this affects good advertising design. As a general rule, people from age 30 to 55 best identify with photographs of people ten years their junior. The disparity becomes more pronounced and is closer to 15 years difference past the chronological age of 55. Minors of course, see themselves as older than they really are. The only American age group with an accurate self-perception of age is people in their twenties. When looking at photographs to use in your advertising, be mindful that your photographs fit the target audience?s subjective age and aspirational identity, because these two things are often different from your target audience?s chronological age and objective lifestyle.
Do you use an understanding of your target audience’s aspirational identity to make your designs more effective?

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