Executive Summary

The buying power of consumers with disabilities is in the trillions of dollars, yet this continues to be a highly underserved market. Impediments to marketing and instructional content are compounded by continued reliance on print vehicles. Print is inflexible, and thus offers limited accessibility to users faced with visual impairments and language barriers.

Furthermore, print is a “low-engagement “ medium compared to the burgeoning array of digital content options. Print cannot easily be adapted to individualized learning styles, or preferred content-consumption habits.

While devices such as the iPad are truly innovative, the accompanying chants of “print is dead” are ludicrous. Yes, publishing and distribution models are changing, but print-based communications (think packaging) are not going anywhere soon.

The solution that is outlined in the following pages (future blogs in this case) is intended to describe a “digital bridge” to allow better levels of access and engagement of content to all consumers. The solution outlined strives to address the needs of all consumers, not just those having disabilities. This is in accordance with the “universal design” framework, rooted in the field of architecture.

Universal Design holds that products, information and environments should be designed according to the following principles:

• Equitable Use: The design does not disadvantage or stigmatize any group of users.
• Flexibility in Use: The design accommodates a wide range of individual preferences and abilities.
• Simple, Intuitive Use: Use of the design is easy to understand, regardless of the user’s experience, knowledge, language skills, or current concentration level.
• Perceptible Information: The design communicates necessary information effectively to the user, regardless of ambient conditions or the user’s sensory abilities.
• Tolerance for Error: The design minimizes hazards and the adverse consequences of accidental or unintended actions.
• Low Physical Effort: The design can be used efficiently and comfortably, and with a minimum of fatigue.
• Size and Space for Approach & Use: Appropriate size and space is provided for approach, reach, manipulation, and use, regardless of the user’s body size, posture, or mobility.

If you look at these principles with print communication in mind, it is evident how inaccessible a medium that print really is.

Modern print vehicles begin their lives in digital formats (Word, Quark, InDesign, Photoshop…); however, they become static and “outdated” the moment that ink hits paper. While the physical attributes and limitations of print cannot be changed, current technology offers a unique opportunity to provide users the means to better see (or hear) printed content.

The following pages (er blogs) outline the potential opportunities to leverage existing (and affordable) technology in order to provide consumers with convenient access to digital editions of print content. This digital content might be delivered in and array of accessible formations such as the following:

• Enlarged text
• Language translations
• Audio
• Video with subtitles

In addition to greater levels of accessibility, customers will have the opportunity to vault from a printed vehicle (such as a product label) to online content where there are unlimited opportunities:

• To be educated, entertained and engaged by online content
• To make express purchases via e-commerce capabilities

The goal of the envisioned solution is not to preserve print media; however, it is prudent for manufacturers, retailers and service providers to recognize that print content will be part of the marketing mix for some time to come. Furthermore, these organizations can take advantage of numerous emerging technologies that will allow them to more-effectively reach hundreds of millions of consumers.

Getting There

Some time ago, I began mulling over consumer-accessibility issues related to packaged goods. My background is in print publishing and I have worked in the creation and delivery of digital content since the mid 1990′s. I have long had a hard time accepting that so much of the content I get my hands on is so damn hard to read. (We can put a man on the moon, and watch the moon-landing on a phone 40 years later, but we can’t….)

The original problem that I set out to solve was related to my own (and millions of others’) inability to read small type on packaging. It’s increasingly difficult for me to read dosage levels, ingredients, allergens, etc on over-the-counter and prescription drug packaging. It’s impossible for others. As I started to ponder the problem, I realized how large an issue this was for millions of consumers.

So, I set out to find a solution (using pre-existing technology) that would promote accessibility among visually-challenged and also for consumers facing language barriers.

Some of my goals for the solution were that it would not place a heavy financial burden on consumers (I termed this the “Best Buy Test”), nor would the solution disrupt the content-creation, or QA processes of a packaged goods manufacturer, or retailers of such goods.

In short, I did it. At least from the conceptual level. I also realized that I could do more than address accessibility issues, but that there was potential for unprecedented opportunities for  consumer engagement and measurement of print readership. Gravy AND a bag of chips!

An Exceedingly  Large Market

In pursuit of reality checking, I tapped out a few thoughts in a blog and a few months later, I shared them with some former colleagues of mine, in Grand Rapids and Chicago. Frankly, I was stunned by the enthusiasm for some of my ideas. Also, I was astounded when I eventually realized how large the potential market of under-served consumers was.

Consider this example:

Product Label of Pain Reliever

While you may be able to read the dosage levels, ingredients, etc., think for a moment about those who may not be able to do so:

• 78 million baby boomers (ages 46 to 64 in 2010, that is a lot of progressive lenses)
• 40 million citizens who are over the age of 65
• 60 million residents whose native language is something other than English
• 12 million users are classified as having blindness or low vision

This “super-demographic” has buying power in Trillions of dollars. It doesn’t make business sense for manufactures, retailers, publishers, etc. to take these consumers for granted.

More Reality Checks

I sought further input and received additional validation from subject-matter experts in these areas:

• Blindness and low-vision researchers
• Content strategists and localization experts
• Management consultants
• Numerous key  figures from marketing and promotions sector
• Retail strategists
• Experts in the area of “extended packaging” (which I learned is what I was trying to  accomplish
• Just about everybody else that I knew, or met

At the suggestion of some of the folks mentioned above, I looked into different ways to move forward with this endeavor, suggestions included venture capital and government grants. Along the journey, I made a decision that focus would be on  providing services rather than to set out to build  (and distribute, maintain) products. Services orientation allows for more flexibility in serving individual customer needs; the solution won’t be bound to specific devices, or server-side platforms.

Focus on services also affords me the flexibility to take a more open, and collaborative approach to such an endeavor. As I mentioned above, I have discussed these ideas with many, many people, and intend to keep doing so. My prime motivation for mapping out this solution was this (and only this): to provide users with the means to better  comprehend contents of package labels (or other print vehicles). This “open sourcing” of my ideas allows me to carry them with me to other contexts (for example, a full-time employer) this wouldn’t be possible with a product-development approach.

Will Quark for Food

I started with some clip art (pensive guy at computer)  that was available in a Hypercard stack. Every thing else–glasses, nose, beard, speech bubble, was done with Quark Xpress objects. Vector illustrations, clipping paths, filters…for lightweights.

Within a few days, I landed a lengthy  gig, eventually a full-time position at what  is now one of the largest ad agencies in the world, which was located next to Howard’s the coolest little bar in Chicago.

Note, I don’t live at that address anymore, not sure if the resident is interested in holiday cards.