There's room to debate the educational value of the issue, its harms, benefits, and consequences — but the fact remains: kids start using gadgets earlier than they learn to read. And while parents are still deciding what age is appropriate for their child’s first smartphone, the market has already adapted to this new target audience. We’re not staying behind, either.
How It Works
A child is a perfect model for marketing manipulation. Parents need to be convinced of the toy’s value, safety, and price. The child just needs a bright picture and the fact that the toy is owned by a famous unboxing blogger. And that’s it — the kid will now do everything possible to get it. The same logic works with games, YouTube channels, and apps. But there are also valuable websites and educational products out there.
What’s unique about web design for kids? It’s not just about big buttons and cartoon characters — though those help too. You also need to consider user experience and navigation, and understand how children perceive information differently from adults. A seemingly simple interface often hides complex design thinking. In fact, sometimes creating a kid-friendly website is even harder than designing one for adults.
Age
You probably remember how big of a difference just two years could make during childhood. At 25 and 27, you’re basically the same. But between 5 and 7 — it’s a whole world apart. Of course, it’s important to consider the age of your target audience. But data shows that in reality, the kids using apps and websites are often much younger than developers expect. Toddlers reach for complex content, while early elementary schoolers still use toddler-oriented products because they’re easier and less overwhelming. So when designing, it’s best to target the youngest users within the intended age range.
This doesn’t apply to teens — they should already be treated as adult users, especially in design terms. Teens hate being treated like little kids. And to be fair, they already have solid user experience — they don’t need guidance on how to use websites and apps. So this article focuses solely on kids from toddlers to early elementary school age.
Logic and Usability
You could say a great kids’ website is the gold standard of UI/UX. It must be extremely clear and simple, requiring no thought to use, with intuitive navigation that’s flawlessly refined.
The biggest challenge is that these products are designed by adults — people with learned behavior, fixed mental patterns, and defined taste. Children don’t have that yet. They’re less predictable and more mentally flexible. Think about how difficult it is now to solve first-grade math problems that kids breeze through.
So here’s the takeaway — don’t base things on conventions and expectations. Base them on logic. Adults make choices based on past experience. Kids only do something if it feels natural and makes sense to them.
From Simple to Complex
Keep in mind, a small child has never done what your site is asking them to do. So every task must transition gradually from simple to complex, allowing them to learn step by step. Tips are essential, but not in text form. Use pictures, icons, and ideally — animations. Be careful with icons — kids don’t understand standard symbols. Use direct, literal elements without abstraction. Basic and unambiguous elements always work: X marks, checkmarks, arrows. Also check out “How to Design Interfaces that Nudge Users to Act”.
Plan out user flows in detail. Kids are more curious than adults — they will try to click everything that can be clicked.
Feedback
A child needs to see responses to their actions. So think about color changes in cursors or fields, positive reinforcement for the right action, and maybe a subtle tip for the wrong one. Avoid “punishment” — don’t flash scary red error boxes unless it’s absolutely necessary. Our goal is to engage, not scare.
Color and Shape
Kids aren’t irritated by bright colors — they love them. Forget monochrome, minimalism, or (god forbid) black and white. If you think the palette is tasteful and harmonious, chances are the kid will find it boring. Go bold, go vibrant, go loud — when it feels like “a bit too much” to you, you’re probably hitting the sweet spot.
As for shapes — they should be simple and recognizable. Stick to basic geometry, nothing abstract. Use familiar outlines and objects: animals, plants, everyday things. And remember, you’re shaping a child’s visual experience — think twice before reinforcing stereotypes or planting long-term associations.
Also, colors and shapes need to change frequently. Repetition leads to boredom and attention loss. Watch the online workshop “The Devil is in the Details: Secrets of Great Visuals” for inspiration.
The Challenge of Localization
Even if a product has no text, it’s not automatically suited for kids in every country. Cultural context and symbols can vary wildly. This includes fairy tale characters, religious references, climate, and household items. For example, in one culture a pig might be fun and cute, while in another it’s considered offensive or inappropriate. So if you’re launching globally, you’ll need to localize.
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