The Planned Giving Blogger

The art and science of planned giving.

Seeing store shelves through senior eyes.

with 2 comments

That was the title of  a cover story in yesterday’s Wall Street Journal Marketplace section.  The article described the efforts of a variety of retailers to make the shopping experience more user-friendly for older Americans.  Morgan Stanely, for instance, is recommending that financial advisors “ensure report colors and office lighting are friendly to elderly eyes.”  Rite Aid is putting bigger type on its private label goods and Walgreens is doing the same with store flyers, even going so far as to try to read with yellow-tinted glasses to replicate the yellowing effect of age.  One result:  vitamin bottles’ yellow labels disappeared against a bright yellow background.  Kimberly Clark uses large rubber gloves to simulate the limited manual dexterity brought on by arthritis.  Have you re-evaluated your marketing with our audience in mind?  Are your print materials available in larger and readable typefaces and without type reversed out of colored backgrounds?  Is your website accessible for someone with limited mobility?



Written by Phyllis Freedman

September 14, 2009 at 11:12 pm

2 Responses

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  1. Thank you for the mention of type reversed out of color backgrounds. Why do designers love this so much? The most ironic moment for me was when the designer working on one of our projects for a blindness organization used this technique. Luckily, we were able to stop that before it hit the printing press!

    Kathy Swayze

    September 16, 2009 at 12:16 am

  2. Following up on reversed out type. This was one of ad guru David Ovilgy’s major don’ts. Thirty years ago he was citing readability studies suggesting as much as 50% lower comprehension–and that was with young eyes.
    He was rigth then and it’s even truer today.

    Kirk Kirkpatrick

    September 16, 2009 at 2:58 pm

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