Web Design For A Teenage Audience By: Oliver Pluckrose

However, that doesn't mean that teens are any more adept at using the web than adults. If anything, a website needs to be easier to use and offer simpler navigation – or teens are likely to surf away. If there's one fair stereotype about teenagers – it's that patience isn't their strongest point.

Sites need to be clear, cool and compelling. But, what's cool now is almost guaranteed not to be so in a year's time. Before you can say “Facebook”, there's a new site on the block. So, what do you need to consider when starting web site development for a teenage audience?


Natural born techies?

Around 80% of all teenagers in developed countries use the web regularly, but that doesn't mean they're all amazingly techno-literate.

Usability studies show that teenagers may struggle with navigation issues more than adults, due to poorer attention spans and reading skills. We can bear this in mind when it comes to design:

- Make it visual. Try not to include long passages of text or dull, lifeless colour schemes. Where you do use text, use large, clear fonts. However...

- Don't fall into the trap of blitzing your site with flashy graphics and animations in an effort to avoid being boring. Many teen-focused sites throw in everything but the kitchen sink. This usually only confuses and irritates users, no matter what the age.

- Remember – teenagers are young adults, not children. As soon as they think they're being talked down to, they tend to move on pretty quickly. Don't use “childish” colours or design. They're more likely to react better to clear, professional web site design.

- Teens are less likely to fill out any registration forms to use a website. This is partly because they're often warned by teachers and parents to avoid giving personal details out online, and partly because of the perceived hassle.


The interactive factor...

To quote web usability expert Jakob Neilsen, websites targeted at teenage users should be: “simple, but not childish, and supply plenty of interactive features.”

If you can incorporate some interactive or community features into your website, teens are more likely to react positively. For example:

- Forums and areas for social communication are hugely popular – especially if a “profile” can be tailored to reflect tastes, opinions and personality. Teenagers often identify themselves with musical genres, films and apparel – and so offering the ability to share these tastes is a huge bonus.

- The same applies to the ability to upload photos, videos, audio or other content.

- Flash games and animations are very much attractive to younger users, but only if they're well made, fun to play and don't take ages to load.

- Although not keen on registration forms, teenagers are interested in interactive quizzes and even giving feedback.

Ultimately, the key when designing for teenagers is not to become obsessed with what's “cool”. The danger is that what's “cool” might last the blink of an eye before it's deemed overexposed and embarrassing. You need to use simple, vivid design and exciting ideas for longer term success.


Oliver Pluckrose is the Head of Development for Online Business Solutions UK Limited (OBS Group) – a web design agency based in London. Formed in 1998, OBS Group’s ethos has always been to provide simple, end user-driven web and multimedia development services for a sensible, fixed price.

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