Seeing Through the Eyes of the Color-Deficient Shopper: Consumer Issues for Public Policy

The need for understandable consumer information is critical in today's complex shopping environment. New sources of information emerge on almost a daily basis, yet portions of many messages go unnoticed or are misunderstood. Many persons have impaired or limited perceptual abilities as part of congenital or illness-related conditions, yet their specific experiences, problems, and needs have been infrequently addressed. In the present study, the author examines color-deficient vision and its impacts upon consumer emotions, enjoyment, efficiency, and safety-related aspects of shopping, product use, and advertising comprehension. The responses of actual color-deficient shoppers are examined for common problems, and implications are given for public policy.

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