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Why Small Print Makes Us See Red

Here is a clear plea, written in legible 12-point type, from middle-aged women to package designers. Increase the size of the print on your products because our eyesight is weaker, our patience is shorter, and our brand loyalty is volatile. Give us big type or skip the hype because we're not buying it anymore.

There are more than 40 million middle-aged women in the United States, and we're irritated. Our buying power is estimated at $3 trillion dollars. That's trillion with a T. We don't care if you promise better, shinier, smoother, and more luxurious hair, we just want to decipher between shampoo and rinse without wearing eyeglasses in the shower.

I appreciate the elegant…

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Last Updated : Saturday, June 22, 2019