Digital print solutions provider Roland DG has called on brands to investigate ways to fit more accessible information onto packaging, from Braille to special QR codes.
Roland DG commissioned a study of 500 UK adults with visual impairments and revealed 81% believed brands should be forced to make their products more accessible by law. It stressed key product information, such as allergen and nutritional details, are critical on packaging amidst an increase in dietary intolerances.
In addition, the study discovered 37% of people think that brands don’t make enough effort to ensure product packaging is accessible. As a result, 23% said they find in-store shopping “too stressful”.
Social content creator, disability activist, presenter and journalist Lucy Edwards has been recruited as a campaign ambassador to launch Roland DG’s call for more accessible information on packaging on World Braille Day (4 January).
Edwards said: “Every day I wake up to a sighted world that isn’t made for me. In my world, granola could be dog food, baked beans could be tinned pears and jam could be mint sauce. When the world becomes tactile, it finally comes alive for me.”
Other key findings by Roland DG include:
- 26% of respondents have not visited a supermarket recently because of poor accessible packaging.
- 74% have picked up the wrong product when shopping due to packaging, leading to 39% wasting money, 31% picking up something they can’t eat because of dietary requirements and 23% buying something they’re allergic to.