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We have already seen that we must apply criteria of Universal Accessibility and of Design For All if we want that the supply that a company directs to a market is accessible for all the people. And as the supply is formed with the mix of the 4 pes of marketing (in Spanish product, distribution, price and communication), it is in them where we must apply those universal criteria.

We are going to review the inclusive variables of these elements since a consumer finds out our supply (communication), enters a point of sale (distribution), analyzes or or service (product) and evaluates the purchase (price).

The communication in mix the inclusive one:

The main characteristics of the Communication thought for all are:

Photogram of the spot for TV of the campaign Bomber铆a de Campofr铆o. Chus Lampreabe handles a switchboard of telephones with pins. In the part inferior of the image, a subtitle in target says: 鈥淢any families have pronounced themselves and have stopped that, yes鈥?. In background, Very small of Calzada she takes a helmet of fireman in the head.

The spots calld audiodescritos and obtain that the message reachs complete the million people with problems of vision and hearing without significant increase in the budget.

1. - Effective emission: The messages have to be issued so that they can be perceived and be understood by all the people, regardless of his physical capacities, sensorial or mental.
- Yes a webpage is effective that fulfills internationally accepted level AA of you rule of accessibility (since he is navigable and comprehensible for the 100% of the internauts).
- The prospectus of a product is not effective whose text has a typography inferior to 12 points, with difficult legibility, without resistance with the bottom and a structure disorganized (because many people will not be able to read it or they will do it with difficulty).

2. - Multisensorialidad: The messages between brands and consumers, or those that packaging of the product includes have to be able to be perceived by people regardless of their sensorial capacities, through superfluous messages by the different channels (visual, audible and tactile).
- Yes packaging is multisensorial that contains labelling in braille and a code QR, since the visual messages could also be perceived by people who do not see by means of the tact and the technology.
- A service of attention to the client is not multisensorial who only offers as channel a telephone line since many people with auditory incapacity will not be able to make use of him of independent way.

3. - Simplicity: the communication between the brands and the consumers has to be able to settle down of the possible easiest way and the messages that leave from the brand or the product have to be clear, with simple and comprehensible language by all.
- Yes a color code is simple to differentiate different products within the same range being used that identifies each product in 鈥榩ackaging (although would not be multisensorial if there were not tactile elements that also differentiate them). - He is not simple to face an interactive telephone that does not have the teleoperadora option since there is people to whom it is not easy to understand and to key options to them and everything of a fast way.

The distribution in mix the inclusive one:

So that a surroundings or point of sale where a service is lent is accessible to all the people must eliminate completely or diminish their physical barriers, sensorial and of communication.

The objective of an accessible point of sale is that all the people can ramble by him, locate and reach the necessary spaces and elements, and to communicate with the greater possible degree and autonomy.

In order to obtain it, we can apply the different norms that there are on the matter, mainly the technical Code of the Construction and concretely the Basic Document of Security Use and effective Accessibility (DB SUA 2010), or UNITES them 170001-1 and 170001-2. In any case, an approach becomes essential of Universal Design or Design For All, that guarantees not only the accessibility but also the usability of all services.

In synthesis, the characteristics of an accessible distribution point and are:

1. - An accessible itinerary for all offers:
- Yes an establishment has an accessible itinerary that does not have steps, with door of more than 80 cm in width, with corridors of 1.2 ms of width and with zones where to register a diameter of turn of wheelchair of 1,5m.
- An establishment does not have accessible itinerary whose illumination does not guide people with low vision but it dazzles them, or that has pavement without neither tactile nor visual resistance.

2. - The elements required by the clients or users are within reach of all:
- Yes he is attainable by all a shelf of linear that is between the 40 and a 120 cm of height.
- A counter is not attainable by all that does not have double height (one to 80 cm - with hollow under her for chair and another one to 110 cm for people who walk).

3. - All the spaces are locatable and all the people can be located in them regardless of their abilities or knowledge of the premises:
- Yes a space is locatable at which guidance by a pavement tactile and resisted with walls and furniture can be arrived chromatically.
- A section of a supermarket is not locatable whose se帽al茅tica is to 2.5 ms of the ground, the typography is small, without high contrast nor high relief and with a poster that dazzles.

The three chimpanzees of the image symbolize of a likeable way the communication difficulties. Crowded together On a table, the one of the left covers the ears, the one of the center the eyes and the one of the right the mouth.

The points of sale must be preparations to take care of the clients who do not see, to which does not hear and to that they have limitations of communication. They must use alternative communications at the same time as the conventional ones to offer satisfactory experiences of purchase.

4. - In the establishment any person can communicate with the others and the equipment of attention and service, and can receive and understand the messages appointed the clients:
- Yes a cinema offers inclusive communication whose ticket office is equipped with curl of magnetic induction for perfect hearing of people with headset or cochlear implant.
- A restaurant does not offer inclusive communication that does not offer round tables (necessary so that a person, if she needs it, can read the lips to another one) or that she is designed with materials that generate acoustic reverberation or that does not have the letter in braille and with photos of plates.

Really, an accessible distribution point must respond to the needs of some consuming diverse so that its experience of purchase can be satisfactory. And it must do it with the qualities of the own establishment, but also with the attention granted in him.

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