Inclusive Packaging
Author Sakshi Seth
Consider this: every sixth person you meet has a disability – that’s 1.3 billion people worldwide. Yet for too long, packaging design has ignored their needs.
Fortunately, we’re starting to see a change as forward-looking brands explore new ways of serving this underrepresented demographic. And they’re right to do so: according to McKinsey research, 57% of global consumers prioritise ease of use, while the Arthritis Foundation reports over half of consumers will switch brands for better accessibility.
The bottom line? Inclusive packaging design can drive brand loyalty and market success.
The shift is already happening – here are four recent examples that show how brands are reimagining accessibility….
Sony Access Controller
Gaming should be for everyone, yet standard controllers often create barriers rather than bridges. Sony’s PS5 Access controller kit fundamentally reimagines this experience from the moment of unboxing. Working with accessibility experts like AbleGamers, they’ve created packaging that opens one-handed, using thoughtfully positioned pull tabs accessible from either side.
Inside, carefully engineered loops guide the controller out effortlessly, while modular compartments organise components in an instantly readable layout. It’s a masterclass in how inclusive design can enhance rather than compromise product experience.
viosys Ecopeel
The Ecopeel system challenges decades of conventional (and often restrictive) design by eliminating the need for additional tools entirely. Its innovative 45° peelable seal reduces opening force while ensuring complete lid removal, while the smooth-walled interior design allows for effortless content extraction.
But accessibility here doesn’t come at the cost of sustainability: by removing traditional opening mechanisms, they’ve created a can that’s 20% lighter than standard designs. Plus, these components make production five times faster while reducing energy consumption. When we solve for accessibility, we often unlock unexpected benefits for everyone.
Okkiyo
After seeing her patients struggle to open, grip and identify eye products, eye surgeon Dr Jacqueline Beltz developed OKKIYO’s innovative packaging. Working closely with users in the visually impaired community, she created a design where accessibility drives every detail. The square profile prevents rolling and aids grip for those with limited vision or dexterity, while high-contrast colour coding makes product identification intuitive.
Tactile braille branding stands equal to visual text, reflecting OKKIYO’s commitment to inclusive design. The integration of Navilens code technology guides users to products from across the store and provides information in various accessible formats.
Duracell EasyTab
Duracell’s deep dive into user experience revealed a critical insight: older consumers with reduced dexterity struggled with tiny battery manipulation. This insight drove the design of their hearing aid battery, inspiring the creation of the EasyTab – an elongated sticker that makes batteries easier to grip and place.
The lightweight packaging, certified by the Arthritis Foundation, features an intuitive pull tab that creates a resealable storage system for safe storage between uses. Each battery size is strategically colour-coded, making identification quick and simple, especially in busy retail environments.
These four examples illustrate how thoughtful, inclusive design can transform everyday experiences.
When brands prioritise accessibility from the start, they often discover solutions that benefit all users while building deeper, more meaningful customer relationships.
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