EnChroma develops leading patented lens technology to improve the lives of people with color blindness. The company developed a one-of-a-kind technology that enables people with color vision deficiency to see colors they only previously imagined.
EnChroma’s goal is to sell glasses. But unlike any fashion brand, they have a completely unique product and have no competition! I planned to put this advantage upfront.
The target audience for this site is very clear – people who suffer from color blindness. Therefore, there is a need for design that is accessible to them and there are many restrictions to consider.
The product helps the customer see colors – so the initial instinct is for the design to have a colorful palette. How can this be conveyed without missing our target audience? As we know, they cannot see a colorful palette yet.
The original site was loaded with content – about the technology, how it works, about the research, the awards won, etc. I had to make decisions about what to leave and what was just not interesting enough for the potential buyer.
At first, I designed without researching the target audience – I did not know any color blind people. I submitted the design once, twice, three times, and received the same comment over and over again – your design looks pretty but sends too much of a “fashion” feel and does not “look and feel” like a product for the color blind. You can see some of the original designs here.
So one day I published a story on Instagram in which I wrote: ‘Are you color blind? Talk to me.’ And I was surprised by the number of color blind people I know without realizing!
I sat down to talk to a few of them and I knew I needed to start from the very beginning:
Sophie simplified the matter for me. “People think that color-blind people see the world black and white, the truth is that there are several types of color-blindness. Most of us see certain colors well.” Indeed, Google backed up her statement.
Bingo. I knew I had to take that fact and do something with it.
Of course, I spent a lot of time on the original site I remade. Here are some things they did that in my humble opinion are less effective:
After the research I realized that color blind people miss a lot and have a hard time browsing websites. I learned that every color blind person sees certain colors in a poor way and other colors in an accurate way:
* people with Deuteranopia = see yellow better.
* people with Tritanopia = see red better.
* people with Monochromacy = well, they see everything in black and white.
I knew I will make a site that adapts itself to you according to the type of color blindness you have.
And so, I turned the disadvantage into an advantage!
Made with ❤️ by Nave More