A Deep Dive Into Accessibility With Esther Bae
At The DPS, we consider ourselves experts in all things product—but when we have the opportunity to learn from another master in the field, we jump on it. This month, we talked to Esther Bae, a Doctor of Occupational Therapy and accessibility professional who has worked with and advocated for individuals with disabilities for over a decade. Here’s her advice on making your brand accessible to more customers.
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The DPS: First off, what does accessibility actually mean?Esther: Accessibility refers to how easily and comfortably a product, service, environment, experience, or technology can be used, especially by those with disabilities and chronic health conditions. In a real-life sense, it involves considering the needs of individuals with various physical, sensory, and cognitive abilities to ensure they have equal access to products, information, physical spaces, and services. For example, accessible packaging might include features that are easy to open for someone with limited hand dexterity or include clear, readable labels for individuals with visual impairments.
What can brands do to increase their accessibility? Brands can increase their accessibility by:
- Engaging individuals with disabilities in product development to gain valuable insights and feedback.
- Choosing features or formulas that are comfortable and easy to use, and clearly communicate the accessible features of their products to consumers. Often, products with accessible features are not used by those who would benefit from them because they aren’t marketed to them.
- Working with accessibility consultants, industrial designers, occupational therapists, etc., to ensure products and packaging can be easily used by as many users as possible.
What are accessibility features that often go under the radar, or aren’t that difficult to implement?
- Easy-to-Use Packaging: Simple modifications like larger tabs, perforations, and non-slip or easy-grip surfaces can make packaging easier to open for individuals with limited dexterity.
- Visually Accessible Labels: Using high-contrast colors and larger fonts on both primary and secondary packaging can improve readability. Legible fonts, especially for product ingredients, are crucial for people with chronic health conditions who need to avoid certain ingredients. If the ingredient list font is too small, it should be paired with an easily accessible QR code linking users to the product ingredient list.
- Tactile Markings: Adding tactile markers, stickers or Braille can help people with low vision identify products. This is also useful for everyday people, such as those who wear glasses but can’t in the shower.
- Clear Instructions: Providing clear, straightforward instructions in multiple formats (text, images, and videos) can assist users with cognitive or learning disabilities. One easy way to do this is by including a QR code that links to usage instructions or tutorials to enhance the user experience.
What key features can make primary packaging more accessible?
- Easy-Open/Close Mechanisms: Features like pull tabs, larger grips, or easy-twist lids.
- High-Contrast Text and Labels: Readable labels with clear, large fonts and high-contrast colors.
- Tactile Markings: Braille or raised symbols to help identify products by touch.
- Lightweight, Durable, and Portable: Packaging that is not too heavy or fragile and easy to handle.
- Simple and Intuitive to Use with Clear Instructions: Packaging should be intuitive to handle, paired with clear instructions for use.
Who are our key markets for accessibility?
- People with Disabilities: Of all ages and genders with disabilities or chronic health conditions who are beauty or personal care product users.
- “Silver” Segment: Older adults who are aging may have reduced mobility, vision, or dexterity. This is a sizable market that continues to invest in beauty and personal care products.
- Caregivers & Loved Ones: People who care for children, individuals with disabilities, or the elderly, looking for products that ease their caregiving tasks. Additionally people who have loved ones with disabilities or health conditions may also be drawn to a brand or product that offers accessible features.
- Conscious Consumers: Consumers who prioritize brands that offer inclusive and accessible products as part of their purchasing decisions.
What brands are doing accessibility really well?
- Degree: Created “the world’s first deodorant designed for people with disabilities,” collaborating with disability agencies and organizations. Their marketing campaign has also been recognized as accessible and inclusive.
- Rare Beauty: Conducted a comprehensive research study to claims test products among people with disabilities and has launched the Made Accessible Initiative that share their process and findings (https://www.rarebeauty.com/pages/made-accessible).
- Guide Beauty: The only universally designed eye makeup product line.
- Pottery Barn: Their Accessible Home collection is beautifully designed without compromising form for function, helping the aging population age in place.
- Anthropologie: Recently launched an adaptive clothing line by reworking some of their best-selling pieces and collaborating with models/content creators with disabilities.
What are things most brands can implement to be more accessible ASAP?
- Include people with disabilities in marketing materials to show that they have something for the disability community in their product offerings and invite the disability community to be part of their brand community.
- Start dialoguing with people with disabilities to understand their needs and preferences.
- One product or brand can’t solve all accessibility barriers. Be more accessible while staying true to the brand’s ethos by serving the needs of a specific disability community that resonates.
What is one quick accessibility tip for modern beauty brands to implement?* This will depend on the market segment the brand is targeting, which should align with the brand’s identity. Including a QR code on either primary or secondary packaging that links to usage instructions or product information is a feature that can be easy to implement. Some brands offer tactile stickers at checkout to be shipped with their products, which is a smart and easy way to be inclusive.
Are you ready to implement one or more of these features or tips into your product line? Our product experts are ready to make it happen. Contact our team to get started today.
