[NFBWATLK] Article: How a Minimalist Furniture Line Was Designed Specifically for the Visually Impaired, Adweek, May 2019

[Nightingale, Noel]

Hmmm...
https://www.adweek.com/creativity/how-a-minimalist-furniture-line-was-designed-specifically-for-the-visually-impaired/?fbclid=IwAR2bKNaUOkpEJu6uJtkyxapt1ZV7wnu9D1Nb5FATQKNTRtds0gWFYpIVqxo&utm_medium=email&utm_source=govdelivery

How a Minimalist Furniture Line Was Designed Specifically for the Visually Impaired: BBDO Bangkok's collection for HomePro uses stark color contrast for added visibility
Adweek
May 2019
By Patrick Kulp

For millions of people living with visual impairment, uniformly colored home decor can form a murky obstacle course.

A new furniture set from agency BBDO Bangkok and client HomePro promises not only to spice up a home's interior design but also to better accommodate the needs of those living with vision disabilities.

The agency's 7:1 Collection-named for its striking and intentional color contrast ratio-was designed to embrace what science has shown to be the most accessible color pairings.

Each of the items in the collection, which includes sofas, chairs, shelves and kitchen and bathroom counters, is framed with trim of a contrasting color from the base shade that sets the piece apart from its surroundings and provides a basic shape to indicate its function, according to a video accompanying the collection's release.

In the course of researching the project, BBDO Bangkok said it found that 90% of the world's furniture uses too narrow a color range to stand out from its environment in the eyes of people with significant visual impairment. The campaign cites a United Nations' World Health Organization report that estimates that 1.3 billion people worldwide-3 million of them in Thailand-live with some form of visual impairment ranging from mild vision loss to total blindness.

The designers chose the specific contrast ratio based on the World Wide Web Consortium's content accessibility standards, which found that the level was optimal for a range of vision loss just short of requiring more intensive assistive technology.

BBDO's Bangkok outpost has established itself as a leader in the agency product innovation space with campaigns like these. Past efforts have included a substance that turns mosquitos into mosquito killers and a motorcycle helmet that automatically detects and reports crashes.

Home improvement chain HomePro is one of Thailand's biggest retailers, with a market worth of $210 billion, according to MarketWatch.

CREDITS:
Clients: HomePro
Agency: BBDO Bangkok
Creative Chairman: Suthisak Sucharittanonta
Chief Creative Officer: Anuwat Nitipanont
Creative Director: Nopharit Dusadeedumkoeng
Art Director: Annop Khunwong
Copywriter: Thamonwan Rojanawanichkit
Designer : Teerapol O-Charoen
Business Director: Kiatikun Siriwetchmongkolchai
Group Account Director: Jutatat Pattanodom
Group Account Director: Tanyawan Wongapichart
Traffic Director: Thitiporn Kittikawinwong
Project manager: Atitan Thongmak