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The biggest problem is the use of metaphors that won't make sense in a couple of years. When we don't have printed magazines and newspapers we'll be stuck with the legacy of dated apps and metaphors.

Indulging in objectively bad design in the short term to appease technically inexperienced users isn't a solution, it's putting a band aid on the infected wound of inconsiderate UI designer.

For more on that line, I wrote about it a few days ago http://designedbygold.com/2011/10/the-metaphors-breaking-the...




Are you talking about "Save to disk" icons that include pictures of floppy disks? =:)


Absolutely - great example.


You have to then mix in demographics. Apple has always targeted the 50+ market, most companies do infact target that bracket as its where the money is.

Off the top of my head the reasoning is because that demographic have paid the majority of there debts, kids have left home etc... The other main demographic is 20-30 people before they have locked in mortgages and are busy spending money on looking good trying to find a partner.

With that on board your statement is incorrect because you probably have another 10+ years before the metaphor starts to break down.

The next issue is the rebirth of kitsch. The hipster movement. People who are openly rejecting technology for a sense of realism. They are reinjecting the metaphor to a generation where it should be dying.

What you might find is your design is targeting the central demographic where there is no money to spend, and Apple is targeting the older and younger where the money is, and as I noted above where the metaphors do make sense.


I personally think you have your demographics all wrong there, but if you have any evidence to back it up I'd (honestly) love to read about it, do you have any links?


Sorry I don't really have any good links, my knowledge on demographics comes from working in the news/TV industry and attending a lot of marketing meetings.

Heres one I found in a quick google: https://www.aarpglobalnetwork.org/netzine/TrendWatch/northam... but TBH you might as well search the topic yourself if you have a real interest.

Anyway it makes logical sense though when you think about it, and there is plenty of evidence if you watch TV or open magazine. But here is an overview:

The school age people, although highly influenceable don't have spare cash mainly because they don't have a job (or just a part time job). So thats roughly your 15-25 group, you can sell them cheaper more fashionable items. Music has always been a real winner here because its cheap and fashionable.

The next major bracket is 25-35, people who have there first jobs, no real debts, and are trying to settle down or impress others. You can't really sell big ticket items here because they are often saving for a house or something, but medium range stuff you can.

between 35-50 its a wasteland, people have priorities that trump marketing, kids, mortgages etc... You won't see a lot of advertising targeted to this group unless its to do with kids or household items. Car manufacturers target this bracket a bit I think, but really its to much of a hard sell when there is easy money else where.

The next group is the 50-65, these people who suddenly have there lives back. Not a hugely impressionable group but will really splash out on the big ticket items. New cars, expensive holidays, this is where the real money is. Need a computer? buy something top of the line.

I remember hearing 45-55 chucked around a lot in meetings, this would be the mid life crisis bracket. More or less the same bracket as the 50-65 but I guess more impressionable due to the fear of getting old.

65+ it changes again because health starts to become an issue. Priorities start to trump.

So theres only two demographics with money 25-35, and 50-65. With the 50-65 being the real spenders.

Apple historical has had a majority 50+ user base, but recently has started selling very well in the 25-35 bracket. Co-incidence? I think not.


Thanks! Illuminating, I'd not thought of it like that.




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