The advertising focus its efforts in creating a relationship based on an exchange of messages between brands and consumers. Starting from that principle, emerges this investigation. This, keeping in mind that in the world there are a considerable amount of limitations, being visual disabilities, one of the most commons in the current Colombian context. Even though in worldwide level there are actions focused towards inclusion to reduce the gap between the lifestyle of a person without any limitation and one that suffers from a disability, in Colombia there hasn’t been any references about the topic. Looking for that inclusion, this investigation came to life, with the objective of giving the first steps to an advertising communication that takes into consideration the disabled public. The investigation wanted to recognize the main difficulties that faces the objective group of this study, initially from the perspective of experts in the topic and then from the experiences and needs of the target, to finally, create recommendations for the development of inclusive communication and advertising for people above 40 years old in the city of Medellin, that generates a better relationship between brands and costumers at the moment of the purchase in supermarkets. The techniques used for the data collection were interviews and a focus groups with people who suffer of visual disabilities. The results of this study allow the recognizing of the way the lifestyle and consume habits of the people suffering a disability can be affected, and some of the wrong communication actions from big brands. Likewise, it allows to bring a perspective of how the five senses can be involved inside the communications with disabled people.