If you think that some of the websites you’re visiting don’t fit your needs as a vintage American, you’re not alone.

A recent article in MediaPost noted that: “20% of the 55 and older group feel sites are designed for people their age.”

That’s a problem in and of itself – but web design that’s ignorant of seniors is simply lacking business savvy. This target audience is the one with the most purchasing power: Adults age 45 and older spend $1 trillion more each year than do younger adults, notes the article.

The author — Jim Gilmartin of the firm Coming of Age, Interactive Baby Boomer & Senior Marketing – calls for “larger, darker fonts, higher color contrast, simple design, relatable creative, storytelling, and consistent layout” to welcome vintage webs visitors.

But it’s more than that. Good web design – like good business and good interpersonal relations – includes recognition of the needs, wants and desires of the other person.

Are some of the websites you visit selling vintage Americans short?

— Sharon Emek, Ph.D.
Founder and CEO
Work At Home Vintage Experts (WAHVE)