The DPS is a full-service product manufacturing firm, founded on the idea of simplifying the packaging process, while also using strategic expertise to infuse accessibility into branding and packaging for businesses of all sizes. As proud partners of Landing International, The DPS is thrilled to support initiatives in accessibility and making the industry more inclusive and diverse.
Backed by decades of product packaging and manufacturing expertise, The DPS values helping brands embrace accessibility and inclusivity at every touchpoint, and brings in industry leading experts, like Esther Bae, a Doctor of Occupational Therapy and accessibility consultant, to ensure a broader reach in our approach to product design.
This month, The DPS’s EVP of Growth, Anna Ishutina is speaking at the Landing International Event on accessibility, furthering their commitment to being involved in the community and leadership in inclusivity. On display, The DPS will showcase a custom collection of accessible bags created in collaboration with Esther Bae, in addition to accessible primary components and secondary packaging.
According to Forbes, 65% of disabled customers feel limited in their purchasing choices. So, making your products more accessible is key to maximizing your potential customer base. Plus, if inclusivity is part of your brand values, it’s essential to put your products to the test. As part of The DPS’s effort to use leading innovation and expertise to create more inclusivity in the world of packaging and branding, there are a few key factors they keep in mind.
Primarily, it’s important to understand accessibility. Accessibility refers to how easily and comfortably a product, service, environment, experience, or technology can be used, especially by those with disabilities and chronic health conditions. In a real-life sense, it involves considering the needs of individuals with various physical, sensory, and cognitive abilities to ensure they have equal access to products, information, physical spaces, and services. For example, accessible packaging might include features that are easy to open for someone with limited hand dexterity or include clear, readable labels for individuals with visual impairments.
Being more accessible isn’t a one-size-fits-all solution. In fact, there are several groups to keep in mind. First are people with disabilities and chronic health conditions—plus their caregivers and loved ones, then older adults who are aging and may have reduced mobility, vision, or dexterity, and finally, conscious consumers that prioritize brands that offer inclusive and accessible products as part of their purchasing decisions.
It’s important to understand that making your brand’s products more accessible doesn’t have to be a daunting task. In fact, there are several easy-to-implement features that can take things up a notch, with minimal effort:
● Easy-to-Use Packaging: Simple modifications like larger tabs, perforations, and non-slip or easy-grip surfaces can make packaging easier to open for individuals with limited dexterity.
● Visually Accessible Labels: Using high-contrast colors and larger fonts on both primary and secondary packaging can improve readability. Legible fonts, especially for product ingredients, are crucial for people with chronic health conditions who need to avoid certain ingredients. If the ingredient list font is too small, it should be paired with an easily accessible QR code linking users to the product ingredient list.
● Tactile Markings: Adding tactile markers/stickers or Braille can help people with low vision identify products. This is also useful for everyday people, such as those who wear glasses but can’t in the shower.
● Clear Instructions: Providing clear, straightforward instructions in multiple formats (text, images, and videos) can assist users with cognitive or learning disabilities. One easy way to do this is by including a QR code that links to usage instructions or tutorials to enhance the user experience.
Creating effective implementations will depend on the market segment your brand is targeting, which should align with the brand identity. Including a QR code on either primary or secondary packaging that links to usage instructions or product information is a feature that can be easy to implement. Some brands offer tactile stickers at checkout to be shipped with their products, which is a smart and easy way to be inclusive.
Aside from your product packaging, there are even more ways to make your brand more accessible on a holistic level:
● Engage individuals with disabilities in product development to gain valuable insights and feedback.
● Choose features or formulas that are comfortable and easy to use, and clearly communicate the accessible features of their products to consumers. Often, products with accessible features are not used by those who would benefit from them because they aren’t marketed to them.
● Work with accessibility consultants, industrial designers, occupational therapists, etc., to ensure products and packaging can be easily used by as many users as possible.
Being more accessible while staying true to your brand’s ethos by serving the needs of a specific disability community that resonates is about more than creating engaging visuals and stories. It is a true pathway towards community and inclusivity.
For samples of our accessibility collection, or to collaborate with The DPS team and Esther Bae for a custom brand solution, reach out to The DPS at www.thedps.co..
