“Taking Care of Tomorrow” is a consumer booklet provided
to the elderly and their families, discussing how to plan for long
term care and what insurance coverage is available. A photo-driven,
people-oriented approach was taken to make the booklet more inviting.
A softer color palette, easily-understood data graphics and larger
type for older eyes all contributed to a more consumer-friendly,
accessible and therefore easily comprehended presentation. The look
and feel wanted to be authentic and real vs. slick and sales-oriented,
avoiding unrealistic extremes of overly depressing and impaired
or falsely healthy. Use of sepia duotones for the photographs added
a warm face that spoke to the target demographic.