81% of people who have visual impairment think brands should be legally forced to make their products accessible
- New research launched today on World Braille Day (4th January 2024) reveals 74% have picked up the wrong product when shopping, with 23% picking up something they are allergic to which in some circumstances, could mean life or death
- 37% of people who have visual impairment feel they are getting left behind, reporting that brands are not doing enough to ensure product packaging is accessible
On World Braille Day, Roland DG, the world’s leading provider of digital printing solutions, is calling on brands to urgently investigate ways to fit more accessible information onto all packaging, using a variety of methods from Braille to special QR codes. Amidst a significant increase in allergies and dietary intolerances, for some, this simple change could mean life or death.
A study commissioned by Roland DG of 500 UK adults with visual impairment found that 81% who were surveyed believe brands should be forced to make their products more accessible by law, as well as introducing legislation to ensure there is a minimum amount of information on packaging that is guaranteed to be accessible via Braille or QR codes (such as critical allergen and nutritional information).
This has led to people with visual impairment (26%) not visiting supermarkets regularly (in the last month), due to poor accessible packaging. In fact 31% stated that there isn’t assistance such as Braille or QR codes on packaging, which makes them concerned they will not have access to vital information on ingredients and allergens. While 23% find the experience too stressful when shopping in-store.
A staggering 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%), and most shockingly picking up something they can’t eat due to dietary requirements (31%) and picking up something they are allergic to (23%).
Lucy Edwards, a social content creator, disability activist, presenter and journalist 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.”
More needs to be done to create an equitable nation, especially with 2 million people in the UK living with visual impairment. Those who are visually impaired are getting left behind in a sighted world. Many of which (37%) feel that brands don’t make enough effort to ensure products are accessible to all.
Stephen Davis, Marketing Director EMEA and Managing Director for UK & Ireland said: “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.”
As experts in digital printing, Roland DG provides the technology for printers with accessibility needs. Roland’s print solutions deliver prototypes and short-run packaging that are accessible by design. The company’s multi-layered UV printing capabilities are a powerful way to create high quality packaging with braille, making them the first choice for accessible packaging prototypes. Whatever your packaging printing needs, Roland DG has a solution for you with its range of VersaOBJECT flatbed and TrueVIS wide-format printers.
For more information, visit rolanddg.eu.
Innovations in Food (& Beverage) Processing & Packaging is a quarterly magazine distributed globally both in Print and Digital formats. www.innovationsfood.com. Twitter: @Innovfoodtech. Instagram: @innovationsinfoodtechnology. Linkedin: www.linkedin.com/in/terry-prior52
