North Star Writers Group

That was the directive given to me earlier this week. It came from a couple of 50-somethings for whom I am helping to create a brochure that targets a group of late 20-somethings.

Now, telling someone to make something that’s young, hip and cool is a lot like telling your spouse, “I’ll be home later.” You know you’re going to get the next question – when, exactly, is later? So like any good marketing-type would do, I asked for an example of what this particular client felt met their definition of cool.

And then, when I saw it, I went into a fit of hysterical laughter. I mean really. I had to picture Dick Cheney naked to make it stop.

The piece they sent me could best be described as completely obnoxious. Truly, it was an assault on my eyes. It had no less than 25 different colors and 16 floating bullet points in some sort of tornadic swirl. It was virtually unreadable.

So since I passed my own late-twenties period long enough ago to miss it, I decided to get a second opinion. I still have a sibling in that age group and I sent him the sample. His response? “You lost me at hello.”

Here’s the thing. If you think that people in Generation Y require lots of various and bright colors, every single statement written as a bullet point, and that only “energy” attracts their attention, I’ve got news for you. They know how to read. They – just like you and me – like color palettes that are attractive, not annoying. And believe it or not, they aren’t addicted to the constant state of being in a “rush.”

Take my brother for example. He’s a mechanic. And that requires focus and patience. Not to mention, most car parts are black or silver. Sure, he likes to do some X-Games-esque type things. He snowboards. Rollerblades. But you’re not going to attract his attention if what you have to say isn’t that important. Heck, I’m his sister, and it’s hard for me to do it!

It all makes me wonder what some of the 50-somethings out there are doing if they want to recruit 20-somethings to come work for them. Are they wasting time installing a Red Bull refrigerator in the corporate cafeteria? Are they getting rid of brown carpet and cubicle walls in favor of lightning-patterned fabric and skating ramps?

Maybe they’re busy getting rid of those pesky old traditional “Exit” and “Men” and “Women” bathroom signs in favor of symbols. Like someone running who’s on fire (that being for the Exit sign, not the Men’s Restroom, although, depending on what you had for dinner last night, I suppose it could work for either).

I guess my hope is that they’re not reading this column and saying, “Gee, Jim, these are some great ideas!” Rather, I hope they understand that Generation Y’ers also have a need for a stable, calm place, and that work could actually provide that to them, while they rely on their hobbies to provide the dangerous stuff. They need to have human connections just like the rest of us, and they’re not getting them from their Razr or their Instant Messenger.

Also, don’t confuse lots of color with a sense of energy. As my grandfather would have said, “That dog don’t hunt.”

Just to be sure, I checked out some award-winning graphic designs and web sites targeted at 20-somethings. You know what I found? No rainbows. No flying things. Just good, clean design. Kind of like a moving sidewalk in the airport. There’s motion, and it’s kinda cool. But most people still carry black luggage. Don’t confuse energy with a crazy color scheme.

The bottom line is that unless you know something about this, you shouldn’t trust yourself at all. That’s why we have ad agencies and internal communications departments. Let them do their jobs and you just might be amazed at the results.

Oh, and as for those 16 bullet points. It’s just like my brother said.

You lost me at hello.

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