Displaying Colorful Products in Physical Stores and E-Commerce Sites Without Impacting Color Blind People

The number of people with color vision defects (CVD) is significant. Therefore, the impact on branding or marketing of a product or service to the people with CVD and hence to the entire population in the world is significant too. The arrangement of colorful products/items affects buying behavior of CVD-affected people. In particular, the study shows that when displaying a colorful product with a bunch of other colorful products/items, it is better to disperse the products with highly different color wavelengths. The colorful products of nearby wavelengths have “Impact of Indifference” to the CVD-affected people. CVD afffected customers’ inability to distinguish the color of the products of nearby wavelengths can create negative impact on product purchase decision. Though the research was conducted with the inhabitants of Bangladesh with different locations inside the country and for people of various age groups, it can be concluded that similar outcome was noticed for the inhabitants of other countries of the world. Also, the research finding can be generalized for any other aspects of day-to-day activities CVD-affected buyer activities like colors used for branding, e-commerce web site design, mobile games/apps design as well as for similar scientific experimentations.