Stories, characters, and images can have a profound impact on how children feel or think about themselves, others, and the world around them. Whether you’re creating or curating content for kids, it’s important to consider how a child might interpret the messages they see.

Guiding principles

Stories, games, and images are how we make meaning. Even a short video communicates something to a child. Remember that you have a unique opportunity to positively influence what kids see and do on a screen, and aim to provide experiences that are appropriate, enriching, and delightful.
Avoid content that a child might find disturbing or confusing based on their age and stage of development. While older kids may find a dark forest or spooky house exciting, younger kids may find them scary. Respect parents' desire to protect their children from content they're not ready for.
Keep an eye out for stereotypes, which are often subtle and unintentional. Consider how the story, characters, information, or message might impact a child’s healthy sense of self, others, or the world.

Writing for kids

When you’re writing for kids, you’ll want to understand the developmental differences between age groups. Use these age bands as a guide, but remember that kids develop at different paces, and not everyone develops in the same way.

Family is the center of their world and social life. They’re just beginning to learn how to communicate and socialize, and they may have a harder time managing their emotions. They like to be silly, and their humor is expanding.


Avoid creating experiences with text interfaces. Use simple voiceovers instead, and use short, common words.

School and friends play an increasingly important role in their lives. Many kids at this age begin to experiment with their personalities while they’re figuring out who they are compared to their friends and classmates. They enjoy slapstick humor, hyperbole, and funny characters.


Limited text with some complex vocabulary.

They're typically immersed in their friendships and value friend time over family time. They’re exploring their identities, and they enjoy more sophisticated humor like irony, sarcasm, riddles, and puns.


Brief, useful text with some complex vocabulary and language elements.

Writing for parents

When you create engaging moments for parents, you improve the experience for kids. How you talk to parents is important because it sets the expectation that your app is for them, too.
Parents might want to manage or supervise a younger kid’s experience, while they may want to monitor–but not necessarily control–what a tween is doing. Use consistent vocabulary to set the right expectations for each age group.
Use clear and direct language to ensure parents understand legal disclosures, parental controls, and important info about their child’s experiences.
Consider ways to create delight for adults, like hiding easter eggs in your experience that a parent can laugh at.
It’s the parent’s job to make decisions about their kid’s experience. When explaining something complex, distill the information in a clear way so parents are aware and understand what’s going on. Make sure you communicate where they should go to manage their kid’s experience.