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AMERICAN GREETINGS INTRODUCES CARDS FOR PEOPLE WHO READ AT AN ARM'S LENGTH

            AMERICAN GREETINGS INTRODUCES CARDS FOR PEOPLE
                      WHO READ AT AN ARM'S LENGTH
    CLEVELAND, Nov. 6 /PRNewswire/ -- Most of us have a friend or a family member whom we may not think of as visually impaired, but who may ask us to read this article to them "because the print is too small."
    This problem affects every age group.  In fact, one out of 35 people aged 18 and 44, and one in 10 mature Americans is "visually impaired." American Greetings Corporation, the world's largest publicly owned manufacturer and distributor of greeting cards, has introduced a line of greeting cards custom-designed for the millions of Americans who do not have 20/20 vision.
    "Reading greeting cards and enjoying the good feelings they bring shouldn't have to be a chore for these folks," stated Mary Ann Corrigan-Davis, American Greetings product management vice president. "American Greetings now offers general and specialty 'birthday', 'get well,' 'sympathy' cards, and even cards to say 'thinking of you' for those with limited vision to send or receive.  We plan to expand our large print selection to include holiday greetings," Corrigan-Davis continued.
    Reduced vision is among the physical changes associated with maturation.  The Center for Health Statistics reports that by age 65, 50 percent of all people have a visual acuity of 20/70 or worse.  (At 20 feet, they can see what a person with normal vision can see at 70 feet.) Because the lens of the eye yellows with age, colors appear somewhat faded, making it difficult to distinguish between certain colors.  The eye's pupil becomes smaller with age causing decreased sensitivity to light and adaptability to changes in light level.  The new line of large print cards from American Greetings is designed to compensate for these conditions and to add to the enjoyment of visually impaired greeting card recipients.
    Every aspect of the card line was selected for maximum visibility within a certified gerontologist's guidelines.  The colors, lettering size and style, length of verse and even art style were all selected to compensate for fading vision.
    Though designed with the expert direction from a gerontologist, specifically to compensate for the vision problems associated with the aging process, the cards have a broad appeal.
    Large print cards will be identified by special locator signs, themselves in large print, at American Greetings retail locations, including discount stores, drugstores and supermarkets.
    /EDOTOR'S NOTE: Photos and samples available on request/
    -0-                      11/6/91
    /CONTACT:  Sara Eames of American Greetings, 216-252-4947/ CO:  American Greetings ST:  Ohio IN:  REA SU:  PDT CG -- CLFNS1 -- 2000 11/07/91 07:32 EST
COPYRIGHT 1991 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 7, 1991
Words:430
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