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Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers

Carol Kaufman‐Scarborough (Associate Professor of Marketing, Rutgers University, School of Business, Camden, New Jersey, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 July 2001

Abstract

Successful advertising must attract attention, communicate clearly, and ideally be memorable for optimum impact. The basic processes of encoding and decoding underlie successful communication, but advertisers often neglect to test for accessibility by visually‐disabled persons. The present paper will present a framework for detecting information‐processing problems and illustrate the use of this framework by analyzing the responses of color‐deficient consumers.

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Citation

Kaufman‐Scarborough, C. (2001), "Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers", Journal of Consumer Marketing, Vol. 18 No. 4, pp. 303-318. https://doi.org/10.1108/07363760110392985

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Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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