National Braille Day serves as an important reminder of the role accessibility plays in creating inclusive consumer experiences. Accessible packaging ensures that individuals who are visually impaired can independently access product information, while design features can also support consumers with physical disabilities. Inclusivity is not only about compliance and meeting requirements of the industry, it helps define the brand’s usability and connection to the consumer.
Larger organizations have already begun leading the way. Take Proctor and Gamble for example. The brand introduced tactile notches on shampoo and conditioner bottles to help visually impaired consumers easily distinguish between products. Kellogg’s also launched the world’s first “smart read” technology on cereal packaging in the UK. Developed in consultation with children, who are their main consumers, this innovation uses a QR code that can be scanned with a smartphone to provide audio accessibility to essential information, including ingredients, allergens, and recycling instructions. The initiative reinforced the importance of inclusive design and empowered consumers with visual impairments to engage independently with the brand.
While these innovations may initially feel out of reach for smaller brands entering the Canadian NOW market, accessible design choices can be a powerful differentiator.
As technology continues to evolve, for example assistive eyewear, the NOW industry has an opportunity to embed inclusivity into packaging from the start. Incorporating features such as Braille or tactile text, tactile shape markers, smart codes, high-contrast and large-print labeling, easy-open grips and handles, or online tools that enhance accessibility are meaningful steps toward creating a more inclusive retail experience. Together, these considerations help build an environment where all consumers can engage with brands in a thoughtful and accessible way.
