For most people, a trip to the supermarket is a routine part of life. But for the 1 in 12 men and 1 in 200 women who are colourblind, grocery shopping can be far more challenging than it seems on the surface. From reading labels to choosing ripe fruit, many everyday decisions in the aisles aren’t as straightforward as they are for people with typical colour vision.
What is Colourblindness?
Colourblindness (or colour vision deficiency) is often inherited and affects how people perceive certain colours. The most common form is red-green colourblindness, which doesn’t mean people see only in black and white—it simply means they have difficulty distinguishing between shades of red, green, brown and sometimes even orange and grey. This can have a surprisingly large impact in settings like supermarkets, where colour is used constantly as a visual cue.
Trouble in the Fruit and Veg Aisle
One of the most obvious challenges is selecting fresh produce. Shoppers often rely on colour to tell whether fruit is ripe, overripe or unripe. But for someone who can’t tell the difference between green and red, working out whether a tomato is ready to eat—or still needs time to ripen—is tricky. Bananas, avocados, mangoes and melons all present similar challenges. Without being able to judge colour changes accurately, colourblind shoppers are more likely to end up with overripe or underripe produce.
To compensate, some rely more heavily on touch, smell or labelled packaging (if available), but this isn’t always reliable, especially in bulk produce areas.
Packaging and Labels
Marketing relies heavily on colour. Whether it’s red for “hot” or “spicy”, green for “healthy” or “plant-based”, or colour-coded product ranges, these cues can easily be missed by someone with a colour vision deficiency. In some cases, important information like allergen warnings or ingredient highlights may be colour-coded rather than clearly written, which can lead to confusion or accidental purchases.
For example, a colour-coded nutrition label with green for “low fat”, amber for “medium”, and red for “high” might not be useful to someone who struggles to distinguish those colours.
Price Tags and Specials
Supermarkets often use colour to highlight discounts, multi-buy offers or clearance items. But if those signs rely on red or green backgrounds without accompanying text or symbols, they may go unnoticed by colourblind shoppers. This can lead to missed savings or frustration when trying to compare prices quickly.
What Can Be Done?
The good news is that small changes in supermarket design can make a big difference. Clear text, high contrast labels, symbols alongside colours, and better lighting can all help. Some colourblind shoppers also use smartphone apps that help identify colours in real time by using the phone’s camera.
A More Inclusive Shopping Experience
Colourblindness might be invisible, but its impact on daily life is very real. Recognising the challenges it presents—and finding ways to make shopping environments more accessible—helps ensure that everyone, regardless of how they see the world, can navigate the supermarket with confidence.
How iRo Lenses Can Help
For those living with colour vision deficiency, tools like iRo Lenses can make a meaningful difference. These specially designed lenses enhance colour perception by filtering specific wavelengths of light, helping users better distinguish between commonly confused colours—such as reds and greens. For everyday tasks like grocery shopping, iRo Lenses can make it easier to identify ripe produce, read labels, and spot colour-coded offers with greater confidence. By improving clarity and contrast, they offer practical support for navigating the world more easily—starting with something as simple (and essential) as the weekly shop.
