Inclusive Packaging

The Importance of Inclusive Packaging: In today’s rapidly changing world, the importance of inclusive packaging cannot be overstated. As all businesses strive to meet the diverse needs of their consumers, the packaging industry is increasingly engaging with the necessity of designing products that are accessible to everyone.

Granby and Contract Packing

As well as being a leading 3PL operation, Granby is also a massively experienced and expert contract packing business. Granby specialises in providing solutions tailored to meet the diverse needs of our clients. We cover everything from packaging for fulfilment in promotional marketing campaigns to bespoke specialist customer packaging. Renowned for our ability to handle and fulfil a wide range of packaging types, in recent years we have made significant leaps forward. We are now a leader in sustainable packaging that aligns with modern environmental standards.

In recent years we have seen a shift towards inclusivity. We know that this is, of course, an ethical imperative but embracing accessibility challenges should also be seen as a strategic business decision that can help to boost brand loyalty for our clients.

What is inclusive packaging?

Inclusive packaging is about designing packaging that caters to the widest range of consumer abilities and preferences, ensuring that products are usable by as many people as possible. This includes not only the obvious, but often uncatered for audiences, individuals with disabilities, but also the elderly, and those with temporary impairments. With an ageing population, more and more shoppers will find packaging a challenge. Be that reading critical ingredients or directions for use, or handling and opening bottles, jars or complex packaging.

By focusing on these issues, accessibility and inclusivity, brand owners can get closer to their broader customer base as well as demonstrating their commitment to social responsibility.

Insights from Industry Leaders

In September, during London Packaging Week at the ExCeL Centre, Granby had a number of team members on site including Owen Harris from our Business Development team. They were able to sit in on a panel of distinguished industry leaders as they shared their own insights on the future of inclusive packaging.

This discussion, hosted by Waqas Qureshi, editor of Packaging News, brought together inclusivity, accessibility and packaging experts Stefan Casey from Nestlé, Katie Roselaar from The Pack Hub, Marc Powell from Unilever, and Lucy Burgess from Touch. Each panellist shared their own unique perspective, highlighting the multifaceted approach needed to drive much needed innovation in packaging design.

Innovation from Step One of the Process

Stefan Casey РNestl̩

Stefan Casey, who until last month was Nestlé’s Global Packaging Innovation and Digital Transformation lead, emphasised the importance of a holistic approach to packaging. He advocated for integrating inclusivity from the very beginning of the design process. By doing so, companies will be in a better position to ensure that their packaging is not only functional but also accessible to a diverse range of consumers. Stefan pointed out that this approach is essential for future-proofing designs to meet evolving consumer expectations.

Katie Roselaar – The Pack Hub

Katie Roselaar from The Pack Hub shared valuable insights from their extensive database of packaging innovations. She highlighted a significant gap in the industry, noting that out of 8,910 packaging examples, only 28 were tagged as being about inclusive design. This statistic underscores the urgent need for accessibility to be included at an early briefing stage – not as an afterthought – in order to deliver innovation in creating packaging that is accessible to everyone.

Lucy Burgess – Touch

Lucy Burgess, Strategy Director from Touch, made the important point that inclusivity in design as an opportunity rather than a compromise. Lucy’s perspective aligns with the growing recognition that by embracing inclusivity, companies can not only keep more shoppers happy but in doing so, potentially tap into larger markets and enhance their own brand reputation.

Emma Verkaik – BCMPA

We also spoke with Emma Verkaik, Chief Executive at the BCMPA and while packaging isn’t at the heart of the BCMPA remit, she had a very interesting take, particularly around the challenges of food waste, pharmaceutical product transit.

Emma says: ‘The developments in Smart Packaging application are very exciting. Not only does Smart Packaging offer many benefits for the consumer in terms of how they interface with packaging, by leveraging technology to create new customer experiences, but it also provides important solutions to overcome the challenges that we face, in particular with emphasis around food waste and the effective delivery and transit of Pharmaceutical products. However, and perhaps even more importantly, it offers significant and game changing information for the visually impaired community, allowing them to live more independently and enabling them to have the same experiences as sighted people, allowing them the same choices and to be able to access the vital information that they need on a daily basis’.

The Accessibility Challenge

The panel discussion brought to light the many significant challenges and multiple opportunities in making packaging more accessible. Marc Powell, a visually impaired London 2012 Paralympian, and Global Accessibility Lead at Unilever, provided his unique perspective on the critical role packaging plays in consumer understanding. He emphasised that even seemingly minor details, such as font size, can have profound implications, and sometimes even life-or-death consequences.

Visual Impairment

One of the key points Marc raised was the limited effectiveness of Braille on packaging. While Braille is a standard feature on all pharmaceutical packaging, fewer than 10% of blind people in the UK can read it. Marc advocated for leveraging technology to enhance all user experiences, such as smartphone tools that magnify packaging information. However, he noted that awareness of these tools is low and needs to be raised, especially for those whose eyesight deteriorates with age, meaning there is a necessity for packaging to be accessible to all, including those not registered blind but nevertheless have some degree of visual impairments – and that includes anyone who can’t find their reading glasses! Last year, Persil added new QR codes on packs to improve accessibility.

Technology

Technology is already playing a massive role in enhancing the accessibility of packaging. Innovations such as NaviLens codes and similar smartphone apps can provide additional layers of information and assistance to consumers. These digital solutions can offer audio descriptions, magnified text, and other features that make packaging more user-friendly for people with disabilities.

NaviLens

NaviLens codes, can be read from a distance, at wide angles, and in various lighting conditions, making them a versatile tool for improving accessibility. These codes allow visually impaired users to scan packaging with their mobile cameras, providing essential information quickly and efficiently. However, the panel acknowledged that relying solely on this and other such digital solutions is not feasible, particularly in regions where smartphone access is limited. The GSMA, or Global System for Mobile Communications Association, is a non-profit organisation that represents mobile network operators and works to advance the mobile ecosystem. They have reported that while 54% of the world’s population have access to smartphones this still leaves around 3.4 billion people without such access – other solutions are needed.

Coca-Cola UK were the first beverage brand to pilot NaviLens technology for visually impaired consumers.

Balancing Inclusivity, Sustainability, and Cost

However, our journey towards inclusive packaging is not without its challenges. Balancing inclusivity, sustainability, and cost remains a significant challenge in packaging design. When it comes to sustainability and accessibility, the cost of implementing inclusive features must be weighed against the potential benefits. This is in terms of customer satisfaction and brand reputation but also competitive pricing. Stefan Casey from Nestlé shared the difficulties of incorporating inclusivity improvements into products like Kit-Kat, where low price points limit the feasibility of such innovations.

Other Challenges

And let’s not forget we all have to consider the environmental impact of packaging materials and strive to use sustainable options without compromising on accessibility. Indeed, regulations demand it. Each of these elements, inclusivity, sustainability and costs are crucial, yet they often require trade-offs that can complicate the design process.

Packaging that’s easy to open, read, and understand has to be a start point not an end game. For instance, what appear quick wins often aren’t quite so simple. Take using larger fonts and high-contrast colours to improve legibility for those with visual impairments. Or, incorporating tactile elements like Braille or raised symbols that can help visually impaired individuals identify products and access important information. These are great for some customers. But what if the product pack itself is too small to allow for font changes? And what if the packaging material creases or cracks, destroying the integrity of barcodes and QR codes?

Finding and selecting the right materials to meet all three criteria isn’t easy. For instance, eco-friendly materials are essential for sustainability but may not always be the most accessible or cost-effective option. Designers must consider the tactile and visual aspects of packaging to ensure it is user-friendly for individuals with disabilities, which can sometimes increase production costs. Additionally, the need to minimise environmental impact can limit the choice of materials and manufacturing processes, further complicating the balance.

Looking Ahead: The Future of Inclusive Packaging

As the packaging industry continues to evolve, the future of inclusive packaging looks promising, driven by innovation and a commitment to accessibility. The panellists agreed on the importance of real-life testing with prototypes to ensure packaging meets the needs of all users. This approach is essential for developing packaging solutions that are both innovative and inclusive.

Our client, Daniel Johnston, Managing Director at the Cardboard Box Company are specialists in the design, print and manufacture of corrugated board into just about every conceivable application. For them, this is a challenge they face very day of the year.

“By including features like easy-open tear strips, high-contrast labelling and recyclable materials, we aim to create packaging that not only protects products but also enhances the user experience. We strive to consider every step of the product journey, crafting designs that support independence, dignity, and convenience for all customers.”

Daniel says, “New production methods are always coming on line and we try to stay abreast of what is going on around the world to see if we can corporate other good practices into our manufacturing process.”

At Granby, we have long recognised the importance of inclusive packaging. And this means incorporating considerations of sustainability, accessibility, and readability from the planning stage. As the industry continues to evolve, we remain committed to working with our clients to develop packaging solutions that are not only innovative but also inclusive and sustainable.

User engagement

By engaging with diverse user groups, companies can gather valuable feedback to refine their designs. Thgis helps ensure packaging is not only functional but also accessible to everyone, including individuals with disabilities. Lucy talked of understanding every customer touchpoint. And how the selective use of video ethnography was going to have positive repercussions for packaging design. After all, it’s not just about what happens at the point of sale and on pack. It’s about accessibility at every stage of the customer journey, handling packaging in store, in bags, on transport, storing at home, opening, sharing, using, closing, refrigerating or cupboard storage. Packaging has to work for all users in all these situations.

Trends

Future trends and innovations in inclusive packaging are set to revolutionise the industry. Technologies such as invisible watermarking are being explored to provide discreet yet effective ways to convey information. This enhances accessibility and aesthetics. Smart packaging, which incorporates sensors and digital interfaces, offers exciting possibilities for improving user interaction and providing real-time information about the product.

AR/AI

Moreover, the integration of augmented reality (AR) and virtual reality (VR) in packaging design could offer immersive experiences. These will cater to a wide range of users, making information more accessible and engaging. These technologies can transform how consumers interact with products, providing personalised experiences that cater to individual needs.

Collaboration

As we look ahead, the collaboration between designers, technologists, and consumers will be crucial in driving the development of inclusive packaging solutions. By embracing innovation and prioritising inclusivity, the packaging industry can create products that not only meet the diverse needs of consumers but also contribute to a more equitable and sustainable future.

Granby’s Commitment to Inclusivity and Sustainability

At Granby, we are committed to delivering continuous improvement in all our operating procedures. Granby look to integrate accessibility, sustainability and readability from the planning stage. This commitment is driven by our purpose to support our team in delivering top-tier fulfilment solutions. And to do so while respecting local and global communities. We aim to be the first choice for innovative and transformative fulfilment solutions. And we look to create a lasting legacy for our industry and communities. By collaborating closely with clients, we look to develop packaging solutions that are not only innovative but inclusive and environmentally friendly. And as contract packers, whilst we strive to meet these goals, we are always conscious that we have to deliver within the constraints of each client brief and agreed commercial parameters.

Sustainability

Of course this focus on accessibility should not take our eye of the sustainability ball.

Marc Dobney, Compliance Manager at Granby says “We remain committed to compliance with the Producer Responsibility Regulations, now known as the Extended Producer Responsibility Regulations, which require biannual reporting to the Environment Agency on the amount of packaging used. This compliance ensures that Granby is accountable for the environmental impact of its packaging, aligning with client schemes like M2030 to better understand and manage environmental aspects. Granby remains vigilant for any new regulations that might affect operations in the future.”

In sustainability, Granby have taken significant strides in enhancing processes, particularly in packaging. While most packaging is predetermined by clients, we have proactively introduced sustainable options over the past few years. These include recyclable packaging tape made from paper instead of plastic-coated materials. As well as recyclable packaging bags crafted from cardboard marking a substantial shift from previous reliance on jiffy bags. These sustainable options are now the default for clients who do not specify their packaging preferences.

Speed of Sight

Granby’s dedication to inclusive packaging has been deeply influenced by our support for, the charity, Speed of Sight. This has shown us firsthand the numerous challenges blind and disabled people face in the UK.

And Daniel Johnston from The Cardboard Box Company recognises the unique challenges faced by visually impaired customers.

He says “…the potential now exists for adding Braille to ecommerce packaging as part of the die-cut stage. This was never possible and needed to be a separate process and was quite often ruled out due to the impact of cost and added time.”

Caroline and Victoria with Speed of Sight founder, Mike Newman and John Galloway.

Victoria and Caroline with the founders of the Speed of Sight Charity, Mike Newman and John Galloway.

We work closely with advocacy groups, industry experts, and consumers to gather insights and feedback. This helps ensure our packaging solutions truly meet the needs of all users. By fostering these partnerships, Granby not only stays informed about the latest trends and challenges in the industry but also actively contributes to the development of more inclusive standards.