Designing for everyone: Why accessible packaging is the next brand differentiator

This article is part of a series exploring the future of packaging through the lens of the Easyfairs Packaging Council – a collective of leading thinkers, makers and disruptors from across the design, retail and FMCG industries.

Walk into any supermarket, pharmacy, or high street shop, and it becomes clear that packaging is everywhere. From toothpaste tubes to ready meals, shampoo bottles to seasoning jars, the average consumer interacts with dozens of packages a day. But for a significant portion of the population, these everyday objects are anything but simple. Whether due to visual impairment, arthritis, low literacy, or simply getting older, packaging can pose real barriers. And, as the UK’s population ages, and with over one billion people worldwide living with a disability, this isn’t a niche concern – it is mainstream.

For Boma Krijgsman, brand and marketing manager at JDO Global, this is not just a practical challenge but a brand opportunity. ‘By embracing accessibility, brands can lead the way in creating a more inclusive and user friendly future,’ she said. With a background in marketing and PR, Boma has a strong interest in how design shapes the way people connect with brands. Her passion for thoughtful packaging comes from a deep belief in diversity and inclusion, ensuring that what we create considers and includes everyone. Accessible packaging doesn’t need to be complex or clinical. Some of the most effective solutions are surprisingly simple – larger fonts, high contrast labels, easy open lids, and tactile markings. But they are also frequently the first things to get overlooked.

Accessible packaging doesn’t need to be complex or clinical. Some of the most effective solutions are surprisingly simple – larger fonts, high contrast labels, easy open lids, and tactile markings. But they are also frequently the first things to get overlooked.

‘Accessible design often requires thoughtful, user friendly features such as tactile elements, larger fonts, or easy to open structures, which can sometimes be more costly in terms of materials and production,’ Boma explained. ‘The key is to invest in smart, scalable solutions that don’t sacrifice the overall design or strategy.’

This idea – of accessibility as both a responsibility and an advantage – is echoed by Stefan Casey, head of ecosystem at io.tt, a digital first agency helping brands unlock the potential of connected packaging. Stefan’s work spans retail, digital experience, and FMCG innovation, and he brings a provocateur’s energy to the space.

‘Many brands and retailers believe that accessible packaging is more expensive. However, the reality is quite the opposite - it just requires a shift in mindset,’ he said. ‘Larger organisations are resisting change, while agile challengers turn inclusivity and accessibility into an advantage with transformative physical and digital products and packaging. As we age, we demand solutions that truly fit one size fits all isn’t just outdated, it is a liability.’

That culture shift starts with asking the right questions. Who is this product really for? What assumptions are we making about who will open it, read it, or recycle it? How can we design not for the idealised consumer in a boardroom slide deck, but for real people, with real hands, eyes, and needs?

‘It requires a mindset change and to decouple the thinking that it always costs more,’ Stefan insisted. ‘You must look at the entire ecosystem to get the true value and its impact – from choosing the right materials, the design and integration of smart technology, to engaging the right talent partners to execute it all.’

While accessibility has historically been associated with utilitarianism – think grab rails and clinical fonts – today’s leading designers are rewriting that story. Szymon Klos, senior packaging design manager at Unilever, believes strongly that accessible design can be desirable too.

‘One of the key challenges is balancing desirability and aspirational design with inclusivity,’ he said. ‘Often, consumers living with a disability don’t want the disability to overshadow their buying experience.’

In other words, no one wants to feel singled out by their shampoo bottle, and they shouldn’t have to. That is where design can do its quiet work – integrating accessibility into the form itself, without sacrificing beauty.

‘Rare Beauty is a great example of the above approach,’ Szymon added. The cosmetics brand uses rounded shapes and easy grip applicators that feel luxurious, not medical, demonstrating that functionality and elegance can coexist.

‘In-tool micro debossing and textures are a great way to increase tactility, enhance consumer delight and improve functionality,’ he explained. ‘In this case, better grip at key touchpoints.’ The best designs don’t scream accessibility – they simply work better for more people.

Beyond the tactile, visual, and functional aspects, technology is opening new doors for accessibility. One recent project saw Unilever partner with the Royal National Institute of Blind People to launch accessibility enabled QR codes on Persil packs.

‘The new codes, which were created in partnership with Unilever and the RNIB, can be detected from more than a metre away by the app,’ Szymon explained. ‘Shoppers are then provided with the relevant usage instructions, safety warnings and recycling information via larger text or audio.’

This approach – layering digital experience on top of physical design – is where Stefan sees huge potential. ‘Connecting products and packaging to digital experiences – the most cost effective, no brainer – just do it,’ he said. ‘We are only just at the tip of the iceberg on unlocking what connected packaging and products can achieve.’

He is not exaggerating. Connected packaging could improve traceability, reduce counterfeiting, tailor usage instructions to a user’s preferences, or even deliver real time health warnings. ‘It can literally save lives or save millions in the supply chain,’ Stefan noted. ‘Whatever the ethics you want to follow, I leave to the reader.’

So why aren’t more brands already doing this?

‘The bitter truth is this tide of new materials means increased pressure to analyse and get working within the production lines,’ Stefan said. ‘Functionality in the majority is being stripped out by most brands and retailers as cost savings to counter material rising costs.’

It is a vicious cycle: as materials get more expensive, brands cut back on the very features that help users the most. But the long term cost of poor accessibility – customer dissatisfaction, negative brand sentiment, even lost sales – is harder to quantify.

‘The technology and solutions are available – the call for champions of industry and changemakers is needed,’ Stefan insisted.

Boma agreed. ‘Prioritising accessibility from the start and integrating it into the brand’s values can help manage these costs in the long term by fostering loyalty and inclusivity, which ultimately improves brand reputation,’ she said.

Importantly, making packaging more accessible doesn’t always require a massive investment or disruption. Sometimes, it is a matter of doing the obvious.

‘A simple but effective change would be increasing font size and contrast for greater legibility,’ Boma said. ‘Clear, easy to read instructions and labels can make a big difference for elderly consumers or those with visual impairments.’

‘I have seen many solutions as both a packaging expert and a judge over 20 years,’ Stefan added, ‘but I love the simple ones.’ His go to example? ‘The one handed easy open Orbit range of metal jar lids from Sonoco… it makes life easier for everyone with a 50% improved openability.’

These examples prove that accessibility isn’t some lofty ideal. It is practical. It is measurable. And when done right, it improves the experience for everyone.

At its core, accessible packaging is not a technical problem – it is a human one. It asks us to recognise that people open bottles with different levels of strength, vision, dexterity, and attention. It asks us to design with empathy.

‘Thoughtful design can work for everyone, making life easier for all users,’ Boma said. ‘And when we design for the margins, everyone benefits.’

The challenge now is not just about raising awareness but about embedding accessibility into the very DNA of how brands think, create, and evaluate. That means working across departments – design, research and development, marketing, procurement. It means listening to the people using the product. And, it means treating accessibility not as an afterthought, but as a driver of innovation.

‘We need more champions and organisations to embrace it,’ Stefan said. ‘To stop seeing accessibility as a barrier – and start seeing it as a brand opportunity.’

There is no one size fits all solution to accessible packaging. But there is a growing community of leaders – like Boma, Stefan, and Szymon – who are showing that it is not just possible, but powerful.

Whether it is through tactile enhancements, digital integrations, smarter material use, or simply clearer labelling, the future of packaging isn’t just sleek or sustainable. It is inclusive, and that benefits everyone.

This conversation is only gaining momentum – and it is one that will no doubt dominate both the agenda and the showfloor at London Packaging Week, taking place this October. As the industry gathers to share ideas, showcase innovations, and shape what is next, accessibility will be a key marker of progress – and a defining feature of the packaging of tomorrow.