When people use the term “vision impaired” it doesn’t necessarily, or even, mean the person is blind. There are several vision conditions that reduce eyesight which cannot be corrected with glasses. Vision loss is common as we age so there is a lot to be said for shopping with universal design. A study showed that a focus on people with low vision was good for everyone.
Creating an enjoyable shopping experience for people with low vision improves the experience of people with good vision as well.
The basis of the researchers’ thinking is that the two groups are not mutually exclusive. Small tags on garments with prices and sizes in small print is something we can all relate to. And most of people want to spend their time efficiently so moving things around in shops isn’t helpful for anyone.
The findings show that people without a vision impairment benefit for accommodations for people with low vision. Thinking about the two groups together is a critical first step in creating a universal retail experience.
The title of the article is How Retail Store Accommodations for the Visually Impaired Affects the Shopping Experience of the Non-Visually Impaired.
From the abstract
Vision impairment is a rising concern, and there is a stronger push towards a more inclusive retail experience. However, these accommodations are often conceived as an altruistic movement that only help people with low vision.
This study attempts to bridge the current scholarly literature on the two groups to examine how helping the former can also enhance the shopping experience of the latter. It is not possible nor effective to think of the two in isolation; in the real world, there is a single store frequented by all.
Through a survey of 80 non-vision impaired respondents, the study found that they would also benefit from modifications in-store layout, price tag, product signage, and aisle signage designed to help the visually impaired.
Shopping complex design
In most countries new shopping complexes must comply with current disability access standards. However, that doesn’t guarantee a comfortable, safe or convenient shopping experience for everyone. An article published in Sustainability discusses the adaptation of the classic principles of universal design to suit shopping environments.
Usability, safety and comfort were seen as the key design elements. The article includes a literature review and a study of six shopping malls. Although the study was carried out in a developing country, Iraqi Kurdistan, the model and survey results are applicable anywhere. It provides useful information for those designing buildings in this context. It is good to see a detailed review of shopping complex design, and a model for design criteria.
The title of the article is an indicator that it contains some technical data, but most of the article is readable: “Using Structural Equation Modeling to Propose a Model for Shopping Complex Design Based on Universal Design Concept“. A very useful document for designers of all public buildings.
The picture is of the Family Mall, one of those included in the study.
See here, I want to go shopping
Shopping is a common human activity. It gets us out of the house and mobilising. It helps connect us to our neighbourhood. But the shopping experience of people with low vision is another matter. They are limited to familiar places where they can confidently and independently purchase what they need. This means there are no spontaneous shopping choices. So is this good for retail business and the private market?
The “blind district” of Lithuania is a place created during Soviet rule. It provides fertile ground for research on this topic. It also allows comparison with other parts of the city and the differences in shopping experiences by people with vision impairment. An article published in the Journal of Public Space covers the history of the blind district, disability rights, participation in the market and urban accessibility. The second half of the article is where the research project appears. A novel approach to this topic.
The title of the article is, When Accessibility of Public Space Excludes: Shopping experience of people with vision impairments. by Ieva Eskyté, University of Leeds.
From the abstract
The United Nations Convention on the Rights of Persons with Disabilities (2006) recognises access to consumer goods and services in the mainstream private market as essential for full participation in society. Nevertheless, people with impairments rarely enjoy the same rights and consumer experience as non-disabled individuals.
(in)Accessibility of public space is an important factor shaping how accessible the private market is for people with disability. It demonstrates how category-driven accessibility segregates people with disability. This creates social and consumer isolation, and becomes a marker that accentuates difference and separation between disabled consumers who live in accessible districts, and the rest of the population.
To illustrate the case, the paper uses empirical evidence from mystery shopping in retail outlets and qualitative interviews with people with vision impairments who live in the ‘Blind district’ in Lithuania. The district was developed by the Soviet Union (1949-1990) to boost the participation in the socialist labour market economy.
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