By Jenny Stanley, MD at Appetite Creative
I’ve seen countless trends come and go, but a recent discussion on inclusive design and connected packaging solutions highlighted an often overlooked, yet crucial, aspect of our industry’s future.
I had the privilege of hosting a discussion with Joumana Maalouf, founder and creative director at Colorcode and Katie Roselaar, packaging consultant at The Pack Hub. We explored how brands can make packaging more accessible while leveraging connected technologies.
The numbers tell a compelling story. Our partners at The Pack Hub revealed that among nearly 9,000 packaging innovations in their database, sustainability dominates the conversation, appearing in over 50% of entries. Yet surprisingly, only 28 innovations specifically addressed inclusive design. This stark contrast reveals both a challenge and an opportunity for our industry.
What struck me most during our discussion was how connected packaging technologies are becoming a powerful enabler for inclusive design. Through our work with various brands, we’ve seen firsthand how QR codes and similar technologies can transform the user experience. It’s not just about slapping a code on a package – it’s about thoughtful implementation that considers placement, integration with brand aesthetics, and most importantly, accessibility features like audio guidance and multiple language support.
One case study discussed that resonated with me was Equia’s packaging transformation. Their approach beautifully demonstrated how inclusive design elements – from high-contrast typography to tactile elements with embossed symbols – can be seamlessly integrated with connected technology solutions. This combination created a more accessible experience for users across different ability levels while maintaining brand integrity.
The NaviLens implementation by Nestlé on their infant formula packaging was another eye-opener. The ability to access product information from up to three metres away isn’t just convenient – it’s transformative for visually impaired consumers. Similarly, Unilever’s Alia App showed how barcode scanning technology can provide audio guidance for product usage and ingredients, making packaging information more accessible to everyone.
Cost considerations for structural changes, operational impacts on manufacturing lines, and the need for better stakeholder coordination across supply chains remain hurdles we must overcome. What’s become clear to me is that success in inclusive packaging design requires a holistic approach that considers both physical and digital accessibility features.
Through the conversation with industry experts, we identified several key strategies for brands looking to enhance their packaging inclusivity:
Build a strong educational foundation
This means not just researching available resources, but also including inclusive design requirements in project briefs from the start. Too often, accessibility considerations are treated as an afterthought rather than a fundamental design principle.
Invest in comprehensive consumer research
Understanding user pain points through ethnographic studies and testing designs with target groups is crucial. This approach can reveal unexpected insights that lead to more innovative and inclusive solutions.
Ensure meaningful stakeholder engagement
In my experience, the most successful inclusive design initiatives are those that consider the entire supply chain and build inclusive design principles into project templates from the ground up, across all departments and external partners.
What became increasingly clear through our discussion was that connected packaging technologies offer unprecedented opportunities for inclusive design. Success requires careful consideration of both physical and digital accessibility features, along with a sustained commitment from stakeholders across the packaging industry.
The brands that embrace these principles early will be better positioned to serve an increasingly diverse consumer base. Moreover, they’re likely to drive business growth through enhanced accessibility and user experience. As someone deeply invested in connected packaging innovation, I’m convinced that inclusive design isn’t just a noble goal – it’s a business imperative that will shape the future of our industry.
While sustainability remains a critical focus for the packaging industry, we must ensure that accessibility and inclusivity receive equal attention. Through thoughtful implementation of connected technologies and inclusive design principles, we can create packaging solutions that truly serve all consumers, regardless of their abilities or circumstances.
