Cover Your Bases: Designing for Everyone’s Eyes | PMI

Designing promotional products for your business is important. Endless hours go into creating them, thinking about the target audience and the factors that determine what they like, such as income, education and occupation. 

But what about your audience’s ability to easily read the product in the first place? You have to remember that not everyone in your audience has the same visual abilities. 

Older members of the audience might have cataracts, which make colors seem dull, or macular degeneration, which makes it hard to read. And despite what one may think, there are visual conditions that affect the younger members of the population as well, such as amblyopia or eye teaming

It’s understandable, then, that visual issues can create significant challenges for marketing. If your audience or portions of your audience have trouble reading the words, the larger marketing message will get lost.  

The good news is you can help your audience members who have visual impairments. According to the American Foundation for the Blind, here are some things to consider when choosing fonts for marketing and other communications:

Font selection: You’ll want to use easy-to-read fonts such as Times New Roman or Arial. Decorative fonts make it harder for the eyes to focus on them. 

Font size: The larger font sizes are easier to read, so if you can make what you’re saying big, do it. In addition to direct mail marketing, where the lettering is typically relatively small, this is also important for in-store displays, signage and other materials that may be read from a distance. 

Use sans serif fonts: Those little “ticks” at the ends of the letters are called serif points. Those little things can make certain lettering harder to read than others. For maximum readability, use a sans serif typefaces such as Helvetica and Ariel. 

Make use of bold. When possible, use bold type because the thickness of the letters makes the print more legible and stands out from any distracting color. 

Contrast: Choose colors and type styles that create a nice, crisp contrast from the background. The more distinction, the easier the font is to read. For the same reason, you may want to avoid using italics or all capital letters. Both make it more challenging to differentiate one letter from another. 

Other Tips

On top of using these tricks, you’ll want to make sure you’re sending your marketing products to the right people in the right demographic. It wouldn’t make sense to put a poster with large, readable font with little to no contact information in a coffee house. You’d want to place that in an area where the older demographic goes, such as a restaurant or a senior living space. 

Which brings to mind another question: “What if your promotional products are for a general audience?” Well, you need to cover all the bases. 

Consider creating a range of printed products that can fall into every category and dispersing them around the area you want to cover. With direct mail marketing, however, it would be best and get the best results if you catered to each demographic as much as possible. 

Creative Marketing Services

Here at PMI, we’re more than just a marketing business. We offer out-of-the-box creative marketing services to fit every kind of business there is. With our expertise and commitment to creating a marketing strategy like never before, you can be sure that money spent with PMI is doing more than you ever could have imagined. 

If you need help choosing the right fonts and design elements for your audience, reach out to us today on our website. We can help you not only with design choices but with high-quality printing services as well. 

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