Direct mail seems so accessible for many, but in reality, not everyone is able to benefit from it. According to the CDC, “approximately 12 million people 40 years and over in the United States have vision impairment, including 1 million who are blind, 3 million who have vision impairment after correction, and 8 million who have vision impairment due to uncorrected refractive error.” While vision impairments may not affect the majority of the population, it is still important to be aware of who it affects as a direct mail marketer.
As a new member of the print industry, it was surprising to see there is little to no information on how to design direct mail campaigns for those who are visually impaired. There are various sources for email campaigns, but nothing specifically for direct mail.
In reality, there is no “perfect” solution to creating direct mail pieces for those who are visually impaired. However, there are a few things direct mail marketers and companies can begin implementing in their future campaigns that may help:
- Adding a QR or working with an app to scan the text and graphics so it can be read aloud to the recipient
- Using high contrast color schemes to allow recipients who are able to see and read the information clearly without adding additional strain on their eyes
- Including actual models who are visually impaired in marketing materials to create a more authentic and inclusive campaign
Designing direct mail for those who are visually impaired is a topic that should be discussed more frequently to bring awareness to those it affects. As we are working towards a more diverse and inclusive world, we must work on including everyone. In the future, it would be great to see more companies creating direct mail pieces for those who are visually impaired and to begin including them in their campaigns. At Snowball, this topic sparked a conversation amongst the team. We began discussing more ideas and ways companies can use braille, QR codes, or specific colors to reach a larger audience that has since been forgotten.
Written by: Sydney Orradre
Centers for Disease Control and Prevention. (2020, June 9). Fast facts of common eye disorders. Centers for Disease Control and Prevention. Retrieved July 13, 2022, from https://www.cdc.gov/visionhealth/basics/ced/fastfacts.htm#:~:text=Approximately%2012%20million%20people%2040,due%20to%20uncorrected%20refractive%20error.