Everyone should have the right to know what they're buying
Nine in 10 people with sight loss find information on packaging difficult or impossible to read. This is a major barrier to independence.
Despite it being a legal requirement in the UK to include ingredients and nutritional information on food products, blind and partially sighted people cannot access this information and are denied this fundamental right.
Inaccessible information on packaging can include (but is not limited to) ingredients, nutritional information, prices or instructions. This can present numerous challenges to people with sight loss, some of which relate to allergies, ethical choices and buying for others. Many are left feeling frustrated and overwhelmed, but also put at risk of eating or using something they (or their family) may be allergic to.
In our continued mission to break down societal barriers for people with sight loss, we’ve launched the Design for Everyone campaign to illustrate the impact of inaccessible packaging.
In this campaign
As part of the Design for Everyone campaign, we opened the "Whatsin Store"; a corner shop stocked with deliberately inaccessible packaging, including intentionally vague branding, to items entirely removed of information.
Our long-term mission is to redesign the world with accessibility in mind. Have a look at our case studies where we've helped businesses design for everyone.
Hear about the real-life implications of inaccessible packaging from those living with sight loss.
We'll be here every step of the way