Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers
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.
Keywords
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
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited