Coca-Cola Europacific Partners (CCEP)’s Great Britain Christmas can multipacks will now include NaviLens codes on its cardboard packaging designed to aid partially sighted or visually impaired individuals. Shoppers who are partially sighted can scan the barcodes using the camera on their smartphone, and the NaviLens software contextualizes the product information. Consumers do not need to be aware of the exact location of the codes as they can be seen from broad angles, up to four meters away, and when not concentrated.
"People with sight loss should have the same access and choice as our sighted counterparts, but currently, important information on packaging can often be in very small print, making it difficult or impossible for us to read," says Marc Powell, RNIB’s accessibility innovation lead.
This innovative addition allows blind and visually impaired people to independently access important information about the products they’re consuming.
Inclusive Shopping Labels
Coca-Cola Debuts NaviLens QR Codes for Visually Impaired Consumers
Trend Themes
1. QR Code Accessibility - The NaviLens QR codes on Coca-Cola packaging demonstrate an opportunity for companies to make their products more accessible to visually impaired individuals.
2. Inclusive Design - The use of NaviLens on cardboard packaging showcases the opportunities that exist to create accessible and inclusive design in product packaging.
3. Assistive Technology Integration - The integration of NaviLens technology into product packaging reveals the potential for companies to better incorporate assistive technology into their products and marketing strategies.
Industry Implications
1. Beverage Industry - As demonstrated by Coca-Cola, the beverage industry has an opportunity to make their products more inclusive through the use of assistive technology on packaging.
2. Consumer Goods Industry - Companies in the consumer goods industry can learn from Coca-Cola's use of NaviLens and explore ways to integrate assistive technology into product packaging.
3. Retail Industry - Retailers can consider implementing NaviLens codes on their products, allowing visually impaired individuals to independently access important information about the products they are purchasing.