Retail Signage Matters

How important is accessible packaging?

In the UK, rheumatoid arthritis affects over 400,000 people, according to the NHS – and this is just one disability that can affect grip and pinch strength, wrist twisting ability, and other types of strength or ability often required to open packaging.

94,000 accidents sustained while opening packaging a year cost the NHS £12 million annually, according to the Department of Trade and Industry. Many of these are due to people resorting to use of a knife to try and open packaging that should not require any kind of tool to be accessed.

However, brands like Degree are launching more accessible packaging – such as Degree Inclusive, which features deodorant packaging designed to be easier to open and use for people with limited mobility or visual impairments.

Features include an easy grip shape and magnetic closure.

Along with increased returns from disabled consumers and others who appreciate inclusive and accessible packaging, inclusivity is likely to lead to better results for brands. According to industry analyst Josh Bersin, inclusive companies are 1.7 times more likely to be innovation leaders in their market.

The statistics paint a clear picture – packaging that is difficult to open and access presents challenges and even dangers for many consumers. As the population ages, arthritis and mobility issues will likely continue to rise. And packaging should rise too – to the occasion.