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Creating an Inclusive Packaging Design

Have you ever thought about how that packaging works for everyone? Or does it? A one-size-fits-all approach to packaging design often falls short. In today's market, inclusive packaging design matters. Neglecting it can unintentionally alienate consumers, which is the last thing any brand wants.
Here’s your guide to making products accessible and irresistible to all, no matter their abilities, backgrounds, or preferences. In turn, you’ll boost customer loyalty and promote social responsibility all in one.
7 min read
19 June 2024
Inclusive packaging design

Designing for All Consumers

Inclusive design? Big tick for your brand’s reputation. There’s no reason why your packaging design cannot meet the needs of all consumers. Plus, you’re not just selling; you’re doing good, promoting ethical practices and reaching a bigger market while you’re at it.

Understanding Diverse Consumer Needs

It’s about paying close attention to the details that matter. We believe in creating packaging that anyone can open effortlessly and labels that everyone can read, regardless of their vision capabilities. Your designs should incorporate features like easy-to-open mechanisms, braille for the visually impaired, and large, bold colours that stand out. By choosing colours wisely and prioritising these elements, your packaging is accessible and user-friendly for all.

Benefits of Inclusive Packaging

✅ Enhances brand reputation and trust

✅ Increases market reach and potential sales

✅ Promotes social responsibility and ethical practices

✅ Strengthens customer loyalty and retention

✅ Encourages positive word-of-mouth and brand advocacy

✅ Helps meet legal and regulatory requirements

✅ Improves user experience for all consumers

✅ Increases brand loyalty and customer satisfaction

✅ Positive impact on brand image and inclusivity

Examples of Inclusive Packaging Design

Let’s have a look at some examples:

Case Study: OXO Good Grips

OXO Good Grips is a product line known for its ergonomic kitchen tools. The brand was inspired by the founder's wife, who had arthritis and struggled with using conventional kitchen utensils.

Image source: oxouk.com

Design Features:

✔️Soft, non-slip handles that are comfortable to hold

✔️Large, easy-to-grip surfaces suitable for users with limited hand strength

✔️Tools designed to be usable with minimal effort and strain

Impact:

👉Widely praised for its user-friendly design, making kitchen tasks easier for people with arthritis and other physical limitations.

👉Expanded its market by appealing to a diverse range of consumers, from professional chefs to individuals with disabilities.

👉Received numerous design awards and recognition for innovation in inclusive design.

Here you can see how understanding the specific needs of users can lead to innovative packaging design solutions. Inclusive design not only benefits those with disabilities but also enhances the user experience for all consumers. Investing in ergonomic and accessible design features can significantly boost brand loyalty and market reach.

Case Study: Kellogg's

Kellogg's has taken all the right steps to enhance the accessibility of their packaging by implementing braille and large print labels. This initiative was driven by the need to make product information more accessible to visually impaired consumers.


Image source:
Kellogs.co.uk

Design Features:

✔️Braille labels on packaging to provide essential information for visually impaired individuals

✔️Large print labels to ensure readability for those with low vision

✔️High-contrast colours to improve visibility and legibility of text

Impact:

👉Widely praised for setting a new standard in the food industry for accessible packaging

👉Improved the shopping experience for visually impaired and low vision consumers

👉Demonstrated a commitment to inclusivity and social responsibility, enhancing brand reputation

👉Expanded market reach by appealing to a more diverse consumer base

Recognising and addressing the needs of visually impaired consumers can lead to more inclusive product designs. Investing in accessibility features can significantly enhance brand loyalty, market reach, and social responsibility.

Case Study: Procter & Gamble

Procter & Gamble (P&G) has set the mark by using gender-neutral packaging across several of its product lines. This initiative aims to create a more inclusive and diverse consumer experience by moving away from traditional gendered marketing.

Image source: always.co.uk

Design Features:

✔️Neutral colour schemes that avoid traditional gender-specific colours (e.g., pink for women, blue for men)

✔️Simplified and minimalist packaging design that appeals to all genders

✔️Avoidance of gender-specific language and imagery on packaging

Impact:

👉Received positive feedback from consumers who appreciate the inclusive approach

👉Helped break down gender stereotypes in product marketing

👉Increased market reach by appealing to a broader audience, including those who do not identify with traditional gender norms

👉Enhanced brand reputation as a leader in promoting diversity and inclusion

Shifting to gender-neutral packaging can attract a wider and more diverse consumer base, helping to break down societal stereotypes and promoting equality.

Accessibility in Packaging

Accessibility means breaking down barriers. Think of it as the legal must-haves and the moral should-dos of packaging design.

Key Accessibility Features

Easy-open mechanisms – There’s nothing worse than having to pass around a product to see which family member can open it. It shouldn’t require any effort. Easy-open features like tear notches, magnetic closures, and simple twist caps make all the difference. These aren’t just convenient; they make your product a breeze to access for everyone, including those with limited hand strength or dexterity.

Tactile elements – Touch can tell a story just as well as sight. Think about incorporating tactile elements like braille on packaging to guide visually impaired users. Raised symbols and textured grips are also part of the package, ensuring that everyone, regardless of visual ability, can interact confidently with your products. Inclusive brand design will sell on the shelves.

Clear and legible labelling – No one should need a magnifying glass to read what’s on their product. Use high-contrast colours and standout fonts to make labels pop! Your labels need to speak to everyone, making sure all necessary information is just a glance away.

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Reflecting Diversity in Design

Effective packaging design must integrate cultural sensitivity, diverse visual elements, and inclusive marketing to truly resonate across a global consumer base. It’s about getting it right and understanding what resonates culturally without stepping on toes. It begins with deep market research to understand and appreciate cultural nuances, avoiding stereotypes while honouring specific identities.

Packaging should feature imagery that reflects a broad spectrum of skin tones, body types, and cultural symbols to ensure every consumer can see themselves in the products they use. Representation matters. This approach not only enhances brand relevance and reach but also fosters a deeper connection with a varied audience, turning inclusivity into a core aspect of modern brand strategy.

Steps for Reflecting Diversity in Design

✔️ Conduct thorough market research.

✔️ Engage with diverse focus groups.

✔️ Collaborate with culturally aware designers.

✔️ Regularly review and update designs.

Audit, prototype, test, and train—rinse and repeat. Making sure your design ticks all the boxes for inclusivity isn’t a one-and-done deal. Packaging design mistakes to avoid is not taking into consideration inclusive packaging. It’s the future of packaging design.

At Noramble, we believe in creating inclusive packaging. It’s about making every customer feel valued, enhancing user experience, and building a brand that stands out for all the right reasons. Ready to take the plunge into better packaging?

Contact us today at Noramble to learn how we can help you create inclusive packaging designs that meet the needs of all your consumers. Grab your free brand review now.

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