Technology futurist Lee Crockett told delegates at yesterday’s World Youth and Student Travel Conference session that the digital generation responds best to anything other than black text on a white background.
Crockett explained that for boys of the digital generation red is the colour that generates the most attention and for girls it is pink. Green and orange are the next most attention grabbing colours and he advised the audience to “… put these colours on a black background.”
He described a human type he referred to as digital natives, usually those under the age of 25, who through massive hours of exposure to computer games, television, mobile phones and computers are simply wired differently to the rest of us. “These people have digital as their first language, they see things differently, they demand information faster, and get bored following logic,” Crockett said. “There is a real challenge to the way we present our business and our brands to the youth market.”
Crockett’s impact on the audience was obvious and instantaneous. At the end of the session he asked, “What is the one thing you are going to take away from my presentation and immediately change in your business?” to which the audience responded, ‘change the background on my website to black’!