Here is a clear plea, written in legible 12-point type, from middle-aged women to package designers. Increase the size of the print on your products because our eyesight is weaker, our patience is shorter, and our brand loyalty is volatile. Give us big type or skip the hype because we’re not buying it anymore.
There are more than 40 million middle-aged women in the United States, and we’re irritated. Our buying power is estimated at $3 trillion dollars. That’s trillion with a T. We don’t care if you promise better, shinier, smoother, and more luxurious hair, we just want to decipher between shampoo and rinse without wearing eyeglasses in the shower.
I appreciate the elegant appearance of the most expensive brands, but I’d buy a case of dormitory-sized jugs of shampoo at Costco if the bottles contained labels in 24-point type. My less frustrated friends say to color-code the bottles, place the shampoo and rinse on different shelves, or add a colored band on one item. I reject that idea because then we let them win. If I pay almost ten dollars for a container of product, I shouldn’t need to use any extra effort to identify it.
Visit any store and examine the labels. The wording on fingernail polish is a joke. We know how to use it, so why waste ink to print illegible pinpoint scribbles. The same goes for cosmetics. If I depended upon the words on the side of a makeup pencil, I wouldn’t know if I should line my brows, eyelids, lips, or color a picture. I often see women who applied makeup without reading instructions, and I can only assume they also couldn’t see close enough in the mirror to correct the mistakes.
As long as I’m ranting, here are a few more incomprehensible items:
Menus. The more expensive the restaurant, the more difficult the menu. Even with reading glasses and a spotlight, I can’t decipher the tiny script so I’m forced to order a generic salad. Then I add a bottle of Cabernet and soon forget my frustration.
Books. Publishers attempt to save printing costs by reducing the size of the type so the book has fewer pages. However, I don’t want to use eyeglasses and a magnifying glass to read past the first paragraph. The biggest advantage of e-readers and tablets is that we can adjust the size of the font.
Contracts. I suspect professionals use tiny print so the reader gets frustrated and signs the document. It’s irritating when we’re advised to read the small print and we can’t even see the big title.
Theatre and concert tickets. In a dimly lit performance hall, I can’t see the row and seat numbers on the tickets so I need the assistance of a patient volunteer with a high-powered flashlight. This can be annoying to other patrons.
Recipes. So, the instructions really called for 1 teaspoon of garlic powder, not 1 cup. Teeny abbreviations in recipes can cause the cook to quit because of a ruined entrée and go to a fast-food restaurant where the items are displayed in huge, colored photographs. The food tastes like crap and has no nutritional value but at least you can see what you’re ordering.
According to statistics provided at a recent conference on marketing to women, we control two-thirds of the consumer wealth in the United States. That should get the attention of small-minded designers. Just provide labels we can read. Easy enough? As an interesting side note, the same statistics revealed that middle-aged woman account for 62% of vodka purchases. This is because we know what’s in the bottle and how to use it.
Caveat: Manufacturers can reduce the size of print on bathroom scales. With this example, what we can’t see won’t hurt us.
Amen and hallelujah! You inspired me. I just went in my bathroom and picked up 4 different bottles off the shelf in the shower. I wear tri-focals and I had to take my glasses off and squint to make out half the words. Insanity! There is really good research in neuroscience about what type styles, sizes, and even background colors are easier on the eyes. Product manufacturers and book publishers should pay attention.
Another stellar post Elaine!
YES!!! I don’t mind ( I kinda do though) the menus and tickets and recipes, etc because I can wear my glasses without looking the fool, but the personal care products in the bath! In the shower! YOU ARE SO RIGHT!!!! Let’s start a revolution!
BRAVO! Thank goodness my shampoo and conditioner are in two different types of bottles. Great post, Elaine.
And then there was the time I picked up something and thought it was a deal at $4.00. Turned out it was $40.00. Of course, I only figured it out after I bought it. In defense of packaging designers though (because I have designed packaging), the government does require a lot of info for ingredients and nutritionals on packaging, and then the client wants a big window to see the product, and the manufacturer wants a smaller package for cost. I suspect the “how to use nail polish” info is legal cya, in case we decided to drink it instead of paint with it.
Amen! While you’re at it send a message out to all that romantic low lighting is a thing for the young. I like it bright!
I am SO with you on this. And what makes it worse with the menus is when you’re in a low lit restaurant. You’re sitting there squinting. I just have my husband read it to me. haha
I’m glad that at least I can read books on my nook or iPad with enlarged type. So much better than the magnifying glass I used to use to read.
I’m serious; I used a magnifying glass. So sad.
Amen! I couldn’t read the instructions on some stupid hair masque thing I bought the other day and almost burst into tears. I am not buying anything I can’t read any more!
Totally agree, especially when the lights are down low in a restaurant.
I’m starting to notice that the print is getting smaller. Hopefully your lobbying wil have smacked some sense into product manufacturers by the time my eyes get weak enough to need glasses in the shower. That would annoy the heck out of me. No wonder you need vodka.
More magazine. What WERE they they thinking? Could they make it any harder for their tgt audience to read?