Jul 29

Kids are like Superman

Children are soaking up the world at a phenomenal rate. This is not always easy. For younger children, I often liken it to Superman being overwhelmed by the sound of voices everywhere or that guy in Scanners hearing the thoughts of everyone at once. The amount of information thrown at us is incredible and, as we grow, we build filters. We can pick and choose what gets by our filters and what we focus on.

So when making content for kids, this leads to a whole bunch of things to consider. Firstly, they do take in information. They’re taking in probably far more than we are, just like Superman. They are smart, they are trying to interpret, they are using context and knowledge to inform and they are actively learning all the time. They see and hear and know often much more than we realise.

And they get subtlety.

The difficulty is that, with the amount they are processing, they don’t always get the subtlety you want them to. It’s like leaving a post-it with ‘get milk’ on the fridge when the fridge is covered with a hundred other post-its. Sure, you might spot it and get milk but you could just as easily end up having your tea milkless that evening.

So where does that leave us? Well here’s my take: when making content for kids, you can allow for subtlety. You can let those grey areas happen, because not everything in life is black or white. Especially when this is approached with an honesty about the lives of children. Give children a sense of the variety in the world, even the unpredictability.

But when it comes to core story points or messages, be direct and as crystal clear as possible. Hit those things hard. No ambiguity. Clarity is key. Somewhere out there, Superman is listening to a million voices. If you want yours to be heard, shout louder and say what you mean.

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