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More inclusion with new code on detergent packaging

With a new QR code on detergent packaging, Persil is improving access to information for visually impaired and blind people.

Persil is improving access to information for visually impaired and blind people with a new QR code on detergent packaging. The code was developed by the AR company Zappar, can be scanned with their app and displays barrier-free information. 

The detergent brand Persil has introduced improved QR codes on its packaging to help blind and visually impaired people. The Codes can be found on the packaging of the new plastic-free capsules and Persil's Ultimate Liquids and will also feature on other Unilever products in the UK and worldwide later this year.

As soon as the code is called up via a smartphone, it returns Structured information about products, use, safety and recyclingspecially developed for blind and visually impaired users. The AQR also interacts with the configured accessibility features of the device to display information in gtext or in audio-descriptive and voice-guided form. The technology that improves the recognisability of AQRs works by adding additional markings to the existing QR codes.

"Although QR codes have been in use for almost 30 years now, they have lacked the important component of accessibility. This is really about making a small but important contribution to improving the quality of people's everyday lives."

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Caspar ThykierCEO and co-founder of Zappar

This simple improvement means that brands integrate a layer of accessibility, use their existing code scheme and take up no extra space on the packaging. Unilever, RNIB and Zappar hope that this initiative will not just be a initiates a broader discussion about the accessibility of consumer goodsbut also leads to the fact that accessible product information to a standard for packaging design become.

"For us, this is about more than Unilever, and we see this as a first step towards making packaging more accessible for everyone. We are excited to explore accessible QR codes as a company and hope that other companies and accessible apps will join this discussion."

Nadine SlyperMarketing Director for Underwear at Unilever

"More than 2 million people in the UK are visually impaired and by 2050 that number is set to double to over 4 million. It's great to be working with Unilever and Zappar to improve the accessibility of packaging for blind and partially sighted people, because we should have the same freedom, independence and choice as sighted customers."

Mark PowellRNIB's Accessibility Innovation Lead

Currently, the QR codes can be recognised by the accessibility app Zapvision, which is integrated into Microsoft Seeing AI, one of the world's leading accessibility apps. Unilever would like to collaborate with other accessibility apps to create a support broader integration of the technology and extend its reach to different categories and countries.

When introducing the technology, Unilever will work with Microsoft, for example, to gather user feedback from blind and visually impaired people and optimise the technology so that further improvements can be made.

The Capsules in plastic-free packaging and the Ultimate Liquid range from Persil will be labelled with the new, improved codes from the end of March and the brand has committed to providing its entire product range with accessible QR codes by the end of next year.

"This is a global initiative" adds Nadine. "We hope it will help create a more inclusive shopping experience for all our customers as we grow and learn in this area."

As a company, Unilever plans to expand and add accessible QR codes to more products in the UK and globally by 2023, including other Dirt Is Good brands such as Breeze Excel in Thailand.

Source: Unilever

Further messages on codes and labelling