New research today reveals that almost 1 in 5 adults with a visual impairment surveyed only shop on the high street once per month or less often according to a YouGov Survey, commissioned by the Royal National Institute of Blind People (RNIB).
Retailers miss out on spending from the sight loss community as 64% of adults with a visual impairment agree high street retailers should do more to make shopping on the high street more accessible, with almost one in 10 respondents stating they would like to shop on the high street more often but feel unable to do so.
A poll carried out by RNIB of its Connect Community members found that 72% of people would shop more if shops and restaurants took more steps to be accessible.
Retail giants Boots and M&S have been branded the best logos on the high street and led the way with 76% of YouGov respondents agreeing that their logo alone made it very easy to identify each retailer on the high street.
The RNIB poll of community members also highlighted the reasons why some logos are favoured as they are easy to identify or recognise because of a shape or emblem. Members also appreciated boldness and simplicity as well as clarity and brightness.
John Lewis and WHSmiths were also favoured with 64% of respondents concurring it was very easy to identify the retailers based on their logo.
When it came to which logos were considered inaccessible or hard to identify – 37% of respondents surveyed by YouGov would find it easy to identify Paperchase and Carluccio’s, with Paperchase branded the worst logo on the high street from the list of 12 logos* to choose from.
The RNIB Connect Poll confirmed that some logos were deemed as inaccessible when they are too small, busy, or there is not enough contrast with the background. Location was also a factor, for example, being placed above a door.
In its 150th year, RNIB has unveiled its new brand to support a refreshed vision and strategy. A series of adverts and short films use everyday scenarios and humour to urge people to see the person, not the sight loss. The humorous adverts support a more serious message that underpins the vision and strategy – that RNIB is working to create a society without barriers for people with sight loss.
Keith Valentine, director of development at RNIB, said: “High street shops, restaurants and businesses need to wake up to the fact that they are missing out on potential customers. Over two million people in the UK live with sight loss and it is predicted that by 2050 that will double to nearly four million.
“The inability to easily identify a logo can make it hard to navigate the high street. Narrow walkways, difficulties in reading price or sizing labels, hazards on the floor, poor signage and dim lighting are also reasons why shopping on the high street can prove difficult for blind and partially sighted people.
“Ensuring your shop, your logo, your services are as accessible as possible makes sense. Simple steps such as providing staff training, providing large print labels or brighter lighting can make a big difference.
“As part of our refreshed strategy and brand, RNIB is taking a stand against exclusion, inequality and isolation to create a world without barriers.”