The cider brand Strongbow, in partnership with the inclusive marketing agency Purple Goat, has initiated a project to integrate assistive technology directly onto its product packaging.
The initiative involves the application of NaviLens codes, which are high-contrast, graphically distinct QR codes. These are designed to be easily detected and scanned by smartphones from a distance and at various angles. When scanned with the dedicated NaviLens application, these codes provide audio output of key product information such as ingredients, alcohol content, and brand stories, and can also assist with in-store navigation.
The implementation of this assistive technology was informed by direct research and feedback from individuals within the blind and visually impaired community. Strongbow frames this not as a singular effort but as the commencement of a broader commitment to inclusive design principles within the beverage sector.
Image Credit: Strongbow
Why This Trend Is Growing
- Assistive QR Code Packaging
- The rise of QR codes that offer auditory guidance on product packaging is transforming consumer interactions, enabling brands to engage with visually impaired customers more effectively.
- Inclusive Product Design
- Product packaging that incorporates design principles catering to diverse customer needs now positions brands as leaders in accessibility innovation.
- Smartphone-integrated Shopping Aids
- The integration of smartphone-compatible technologies within product labels is enhancing shopping experiences for individuals requiring accessibility solutions.
Industries Being Reshaped
- Beverage Industry
- The beverage sector is pioneering inclusive practices by embedding assistive digital technologies into their product packaging to ensure broader accessibility for all consumers.
- Tech-driven Consumer Goods
- Fast-moving consumer goods are aligning with tech innovation to offer smart, accessible solutions via product packaging enhancements.
- Inclusive Design Services
- Design agencies that specialize in accessible solutions are gaining prominence as they collaborate with brands aiming to diversify their customer engagement through innovative packaging strategies.
