At a time where consumer experience is paramount, the power of packaging extends far beyond mere aesthetics. Particularly in the health care sector, inclusive design is not just a trend – it’s a necessity. A recent innovation in this field, harnessing the simple yet versatile QR code technology, is reshaping how we think about packaging accessibility.
Innovative Use of AQR Codes by Bayer Consumer Health UK
A pioneering example of this shift is Bayer Consumer Health UK’s introduction of Accessible QR (AQR) codes on their Canescool Soothing Gel Cream packaging. This initiative, as highlighted in Packaging News, breaks new ground for visually impaired consumers, offering them unprecedented access to product information. Developed in collaboration with Zappar and the Royal National Institute of Blind People (RNIB), these AQR codes provide structured product details through text-to-speech and lead users to a comprehensive landing page. This advancement is more than just a technological leap; it’s a bridge towards greater inclusivity in consumer experiences.
BlueSky’s Role in Inclusive Packaging
At BlueSky, we recognise the profound impact of such innovations. Our array of packaging decoration and printing solutions can incorporate technologies like QR and AQR codes onto a range of packaging containers. Our expertise goes beyond mere supply; we collaborate closely with our network of suppliers to tailor packaging that meets your unique requirements. With our services, your packaging can be transformed into a tool for inclusivity, making essential information accessible to all consumers. If incorporating this technology aligns with your brand’s vision, it can easily be integrated at the artwork stage. Whether you need it printed directly on the container or as a label, this feature is treated just like any other artwork request, tailored to suit your specific needs.
The Broader Impact of Inclusive Packaging
The significance of these advancements cannot be overstated. As Mike Knowland of Bayer and Marc Powell from RNIB have pointed out, accessible health information is not a luxury but a necessity. This growing trend towards inclusive packaging solutions recognises the diverse needs of consumers and is a step towards a more empathetic and customer-centric industry.
Leveraging Technology for Accessibility
Embracing technology like AQR codes, as reported earlier this year by Forbes, is a smart move for any brand. The patent-pending D3 ‘dot-dot-dash’ pattern around traditional QR codes significantly extends their scanning distance. This enhancement is not just about ease of use; it’s about ensuring vital product information – from ingredients and safety warnings to recycling information and promotions – is accessible to everyone, including those with visual impairments.
The Future of Packaging: Inclusivity and Transparency
Inclusion in packaging is now intertwined with transparency. Traditional QR codes serve multiple purposes, from detailing product compositions to sharing brand stories. This dual functionality speaks to a broader audience, ensuring that all consumers, regardless of their abilities, are considered and valued.
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