Enchroma - Don’t see a difference
With this spec ad, we aimed to show our color blind target audience that there is a solution to their problem. We chose to do this by grabbing their attention through vibrant colors and eye-catching copy.
Client
EnChroma is an eyewear and lens manufacturer that specializes in creating its patented designs that help improve the lives of those who experience colorblindness. EnChroma glasses work for approximately 80% of people with red-green color blindness.
Audience
We chose this ad to target people experiencing color blindness, specifically men. Men experience color blindness at a much higher rate than women, 1 in 8 men vs. 1 in 200 women. Because men are more likely to experience color blindness, they are more likely to be interested in purchasing EnChroma glasses. EnChroma glasses are designed to filter light, revealing colors to those with color confusion or deficiencies, primarily working for those who experience red/green color blindness, such as deuteranomaly, which is the focus of this advertisement.
Big Idea
The EnChroma brand targets men who enjoy being outdoors and appreciating nature's views, but are unable to fully experience it due to color blindness. The image we chose of a natural setting helps to depict a familiar scene to our audience, while the copy indicates that something is wrong if they are unable to notice a difference between the two pages of the advertisement. The ad intentionally creates confusion in the audience, prompting them to continue reading and follow our call to action to learn more at EnChroma.com.