Introducing Navilens to Packaging
Children’s cereal packets are renowned for being bright and some are receiving an extra splash of colour in the form of a Navilens code. This multi-coloured square is designed to improve accessibility for people with visual impairments; let’s find out more.
What is Navilens?
Navilens works in a similar way to a QR Code in that it is a small square of information which can be read by a device. The App then plays back and audio version of the information provided in the code. The aim is to increase accessibility to information for those who are blind or partially sighted.
Anyone can download Navilens from the App Store or Google Play for free. The App detects Navilens codes and can take wide angle readings, so is able to gather information even if the code isn’t in clear focus.
Information on Food Packaging
Thanks to a partnership between Kellogg’s and the Royal National Institute for Blind People (RNIB), packets of Coco Pops went on sale with the printed Navilens code, braille and larger font information. This packaging was introduced to 50 Coop stores across the UK in 2020 as a trial.
The trial was a success, with positive feedback from 97% of respondents. As a result, Kellogg’s have committed to rolling out Navilens codes on all cereal packets. The first are expected on the shelves in January 2022.
Being able to gather information from food packaging is vital. We all need to be able to access allergen and nutritional details, serving suggestions and best before dates. If the Navilens code was widely adopted and printed on food packaging, it would enable more visually impaired people to shop independently.
Using this code on the packaging of household cleaners and beauty products would also be of immediate benefit to those who are unable to read small print.
Beyond Packaging; A Code to Aid Navigation
The first use of Navilens was not on product packaging; it was to aid navigation around public spaces. The code has been installed across the transport systems in Barcelona, Murcia and New York. Heathrow Airport is planning to include Navilens as part of a £30m investment to improve passenger accessibility.
The colourful square can be found on the exterior of Murcia’s Archaeological Museum, as well as being shown in display cabinets. There is no reason why they could not sit alongside QR codes to enable access to restaurant menus and other information in public places.
Printed Packaging
When Aylesbury Box Company is approached by companies requesting printed packaging, it is typically part of their marketing strategy. They want to enhance brand recognition, to create eye-catching packaging or tie the product in with a current trend.
Navilens codes have a far more practical use, yet they too could be an impressive marketing tool. This little square of print could transform the shopping experience for the 2 million people in the UK suffering with sight loss. Provide them with the details they need to make an informed choice and your brand could gain favour.
Interactive Packaging
Navilens is an impressive example of how digital technology is transforming packaging design. With the right tools, it is possible to increase engagement and value with interactive packaging. How could your brand use technology to enhance the consumer experience?
If your brand has created Barcodes, QR codes, Navilens codes or other information-sharing formats, talk to our team about including these on your product packaging and/or shipping cartons. We can be contacted on 01296 436888 or enquiries@abcbox.co.uk.
