Welcome to my world: UK charity opens mock shop with blank packaging to highlight blind consumer inaccessibility

23 Aug 2021 --- The Royal National Institute of Blind People (RNIB) has created a mock corner shop with blank packaging to highlight the issue of inaccessible packaging and its impact on people with sight loss.

RNIB says everyone has the right to know what they are purchasing but packaging information is often inaccessible for blind and partially sighted people.

According to the charity’s research conducted in 2020, 9 in 10 blind or partially sighted people have difficulty reading information on food packaging.

WhatsIn Store?
As part of its Design for Everyone campaign, the charity is opening its WhatsIn Store, an experiential event providing an insight into how it feels to be confronted with inaccessible packaging. The store will be stocked with products with blank or intentionally vague packaging.

Hidden cameras in the shop will film people’s reactions, while the shopkeeper then reveals that this is often the reality for people with sight loss when they are out shopping or want to buy food on-the-go.

“Our research shows almost three-quarters of people feel accessing product information on food packaging is very important to them. Yet 9 in 10 said packaging is difficult or impossible to read,” highlights Matt Stringer, RNIB’s CEO.

“People told us they often rely on their memory for locating products or felt forced to ask for help. They shouldn’t have to rely on friends, family or shopworkers to buy food. It’s a matter of choice and independence.”RNIB research found 97% of people approve of the NaviLens tech on Kellogg’s Coco Pops.

“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.” 

Serious health concerns
Stringer adds that for some consumers, like those with Coeliac disease, knowing whether a food product contains gluten is crucial. 

Likewise, for people with diabetes, it is essential they can access the number of grams of carbohydrates to adjust and administer insulin.

Samantha, 32, who lives in Essex, was diagnosed with Diabetic Retinopathy six years ago and often struggles to find accessible nutritional information, putting her health at risk.

“Keeping my sugars under control is crucial to preventing my eye condition from getting worse. Not being able to access the nutritional information I need as a type 1 diabetic can be very serious,” she says.

“I will sometimes ask staff to find the information I need but this makes me feel very anxious as I can’t check if it's correct. Accessible packaging would mean the freedom to choose what I want to eat and give me back another part of my independence.” 

Smart solutions
RNIB can support businesses to develop more accessible products and services. The charity points out there are many solutions, technologies and tools, including NaviLens, helping achieve this goal.

NaviLens is an optical smart code accessible by smartphone cameras, like QR codes. Consumers can download the NaviLens and NaviLens GO app and simply point the smartphone camera to the packaging within three meters. The product information contained within the code is presented and then accessed through their smartphone.

One brand already leading the way on accessible packaging is Kellogg’s. After working with RNIB on a successful trial, Kellogg’s recently announced that new world-first technology will be permanently added to all its cereal boxes, making them accessible to blind and partially sighted people.

The new boxes will allow a smartphone to easily detect a unique on-pack code using NaviLens technology and playback labeling information to shoppers.

During a trial of the NaviLens technology on Kellogg’s Coco Pops packs, RNIB research showed 97 percent of people thought that new accessible packaging was a “good” or “great” idea.

In a similar move, Unilever’s deodorant brand Degree has developed an antiperspirant for people with visual impairment and upper limb motor disabilities. The UK trial of Degree Inclusive was expected to commence this month.

Edited by Joshua Poole