Stigmatization means to mark as something bad. There are many different stigmas in society for groups of people that are not considered part of the norm. One group of people who are stigmatized is people with disabilities, notably people with visible impairments. This suggests that people with disabilities are not normal, but that depends on what is normal. Normality can be described as behavior that conforms to what is most common in society but it can also be described as the most common behavior for an individual person. In the latter case that makes people with disabilities just as normal as anyone else because it is their normality. Stigmatization of people with disabilities can lead to being excluded from parts of society. Being excluded can mean not being accepted socially or not having the possibility to do things.
Visual impairments are fairly common. The classification of a visual impairment is reduced vision that cannot be corrected by means such as glasses or medication. Visual impairments can vary in severities, from low vision to blindness, and can be caused by different diseases or injuries. The visually impaired usually utilize their other senses such as hearing, touch and smell to make up for vision lost.
A consequence of stigmatization can for example be not getting a job, which can be an important part of fitting into society. There can be a perception that people with visual impairment cannot do jobs which they actually could be qualified for. With help from other senses or with the right tools and design there are many things possible for the visually impaired. Reading and writing is possible for the visually impaired in various ways. To read the visually impaired can listen to books and newspapers, use software that read out websites and some can use magnifying glasses for aid. To write, voice recognition can be used to translate what you say into writing. Another way for the visually impaired to read or write is by braille. Braille is a writing system with raised dots instead of letters that can be read by touch. There are keyboards and display units for braille which can aid computer usage. For people with low vision big buttons can be of help. People with low vision can also use color and light as aid. To get around the visually impaired can use canes with various functions such as detecting objects, guide dogs or GPS’s to tell the current location and directions.
Many different aids exist for the visually impaired but at the same time stigmatization also exists. How can then design be used to minimize stigmatization and broaden the normality area for visual impairment? Although reduced vision corrected by glasses or contact lenses is not considered a visual impairment there are examples of good design for such. Contact lenses make the visual defect invisible, preventing any stigmas the defect may cause. However, hiding a defect should not have to be the solution and that is why glasses make a good example. There are many different designs for glasses and some even choose to wear glasses without prescription just for the looks. If design for visual impairment could be done similarly stigmatization and normality problems would surely reduce.
A point of having a white cane can be to make other people aware of the bearer’s visual impairment. Therefore changing the appearance of the cane may not be a good design choice. However, canes in different colors exist so the option is available. Appearance may not be the most important part of design for a better society for the visually impaired, accessibility may be of more importance. To give more accessibility for people with low vision both indoor and outdoor ways could be made clearer with the right colors and shapes. More walk paths with tactile paving could also give the visually impaired more accessibility. As sound is one of the most important senses for the visually impaired it could be used in more ways like it is at pedestrian crossings. When designing with sound the design should, however, not be overpowering other sounds as hearing is such an important sense.
Being able to use a computer is very useful both for work and personal use. The computer aids that exist for the visually impaired are good but there are design improvements that web-designers can think of. For people with low vision websites with big and clear text, good contrasts and the possibility of using keyboard shortcuts can be of great help.
Braille is mostly found at train stations or on maps at public places but it is rarely found in stores. Having braille on signs in stores could help something as essential as shopping for food. Tactile walk paths could also help in stores to find the way.
By using design to give the visually impaired more accessibility to physical places or websites many opportunities open up. Opportunities to be able to do as much as possible will broaden the normality area. Not only essential needs can be facilitated but more pleasures in life may become available. Knowing and seeing that the visually impaired can do all they can may open up opportunities for jobs and may in turn minimize stigmatization.
Non-excluding Design 
Interesting points defining normality from two points of view. As for the stores, it would indeed be an improvement. My guess is that it requires an extra effort that not every store owner can do (or is aware of). It seems like, again, one of the main tasks is to raise awareness.