According to the World Health Organization (WHOO), over 1,300 million people worldwide currently have visual impairment problems. In Thailand alone more than 3 million are affected.
Thai retailer HomePro wants everyone to be living a full life in their own home. Their mission is to provide professional home solutions to ensure everyone can enjoy a better-quality home life.
Therefore, HomePro collaborated with BBDO Bangkok, the creative agency who helped to develop a new type of furniture that helps those affected by impaired vision.
Visual impairment is one of the most common disabilities, caused by a variety of factors including injury, family history and health-related complications, and most commonly affecting people in their old age. Those who suffer from this condition find that it affects their daily lives, even in their own home, as everyday items are blurred out such as kitchen sinks, cutting boards, toilets, chairs and lamps. When their eyes cannot identify each furniture and its function, all the furniture in the home is rendered useless and a hazard.
When developing furniture for people with a vision impairment, BBDO discovered that 90% of all the furniture in the world uses similar color shades in their components, resulting in very low color contrast in each piece. To people with lower visual ability, the furniture would just blend into the environment and become unrecognizable.
They created the 7:1 Furniture Collection – the furniture made to be seen by the vision-impaired. The collection uses a 7:1 color contrast ratio; a contrast level that makes a object most accessible to people with this disability. BBDO used an international vision enhancement method by W3C organization, which makes a content or object visible at Level AAA standard (a highest level of visibility).
In addition to the colour contrast, a specially-designed outline system was developed to provide the furniture with a particular shape that identifies the function to its user. Combined with color-contrast design, the design system brings what was barely visible back into full vision.
7:1 Furniture Collection visually erases impairment at home for the visual-impaired, while still appealing to people with normal vision, allowing everyone to be living fully in their own home.
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