A new campaign is aiming to make businesses aware of the issue of inaccessible packaging and the impact it has on blind and partially sighted people.
Launched by the Royal National Institute of Blind People (RNIB), the charity is opening a store to give people an insight into how it feels to be confronted with inaccessible packaging.
The store will be stocked with products featuring blank or intentionally vague packaging. Hidden cameras will film people’s reactions, before the shopkeeper then reveals to them that this is the reality for people with sight loss.
The charity said that it can help businesses to develop more accessible products and services, through the use of technologies and tools. This includes NaiLens, which allows information to be accessed by smartphones and has recently been adopted by Kellogg’s.
RNIB CEO, Matt Stringer, said, “Everyone has the right to know what they’re buying yet packaging information is so often inaccessible for blind and partially sighted people. Our research shows that almost three-quarters of people feel that accessing product information on food packaging is very important to them. Yet 9 in 10 said that packaging is difficult or impossible to read.
“While RNIB can help solve issues around inclusivity, we can’t do it alone. Only by working closely with the industry can we achieve a significant impact. RNIB can support businesses to change current inaccessible packaging and ensure that people with sight loss have the same access to essential product information as everyone else.
“RNIB is campaigning for products and services to be reimagined with accessibility in mind, because when products are designed for anyone, the result is better for everyone.”
