Label designers be aware — shoppers don't wear their reading glasses


By Janette Woodhouse
Monday, 28 August, 2017


Who wears their reading glasses while they grocery shop? Around 70% of adults need corrective eyewear but it seems that only 30% of shoppers actually wear their glasses while doing their grocery purchasing.

Add to this somewhat alarming statistic the fact that the brain only processes 5% of the information it receives from the eyes, only 2% of what we look at is actually in focus and not far off 10% of men are colour blind (1% of women) and you realise the immense challenges of using pack and label information to attract new customers.

Really some are struggling to find the checkout let alone sagely discriminating between the nutritional information on competing products.

How about making it easier for your customers to choose your products? Forget about reverse white capitals on a red background in a miniscule font. Keep it clear and simple with the blindness of people like me at front of mind. I am interested but on the whole, I am not going to struggle to decipher the information. If you think the message will get me to buy the product, make it very easy for me to see the message.

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