BRANDS have been urged to investigate ways to fit more accessible information onto packaging, using a variety of methods from Braille to special QR codes.
Roland DG, a provider of digital printing solutions, commissioned a study of 500 UK adults with visual impairment, with 81% believing that brands should be forced to make their products more accessible by law and feel there should be legislation to ensure key product information on packaging is accessible for all.
In addition, 37% of people feel that brands don’t make enough effort to ensure product packaging is accessible. 74% of individuals have picked up the wrong product when shopping due to poor packaging guidance. These types of mistakes have led to many feeling general disappointment (51%), wasting their money (39%), picking up something they can’t eat due to dietary requirements (31%), and even buying something they are allergic to (23%).
To launch the campaign on World Braille Day on January 4, Lucy Edwards, a social content creator, disability activist, presenter and journalist, has been recruited as the campaign ambassador. She said, “Imagine a world where every bottle, every box, every tin feels exactly the same. Every day I wake up to a sighted world that isn’t made for me. 10 years ago, I lost my eyesight forever and my independence was gone. In my world, granola could be dog food, baked beans could be tinned pears and jam could be mint sauce.
“I imagine a world where I wake up and it’s not this way anymore. When the world becomes tactile, it finally comes alive for me. I am so pleased to be working with Roland DG to raise awareness of this important issue. We must do more to help those with a visual impairment to live an independent and healthy lifestyle. I may not have any allergies but for some with severe allergies, having access to vital information on food packaging could be a matter of life or death.”
Roland DG said the impact of poor accessible packaging has led to 26% of people with visual impairment not visiting a supermarket recently, with 31% stating there isn’t assistance such as Braille or QR codes on packaging, which makes them concerned they will not have access to key information on ingredients and allergens. 23% of survey respondents said they find the experience too stressful when shopping in-store.
Stephen Davis, marketing director EMEA and MD for UK & Ireland, added, “We can see some brands are working hard to make their packaging more accessible, but many don’t go far enough to make product information accessible to those with visual impairment. We, at Roland, are asking brands to investigate ways to fit more accessible information onto all packaging, using a variety of methods from Braille to special QR codes. Ultimately everyone has the right to understand what they are buying, and accessible packaging for all is key.”
Roland DG provides the technology for printers with accessibility needs. The company’s multi-layered UV printing capabilities are described as offering a ‘powerful’ way to create high quality packaging with Braille.
