The answer is simple: improve the design of your packages and images to make them more inclusive. But it seems corporates are slow to change their approaches to design, instead preferring to stay with “tried and true” methods. The Inclusive Design Team at the University of Cambridge has been working on this issue for 15 years. They have come up with a three key components that help persuade businesses to think about their product and label designs from a different perspective. The title of the paper is, “Using Inclusive Design to Drive Usability Improvements Through to Implementation”. The article can be found on ResearchGate. or a book chapterin Breaking Down Barriers, a SpringerLink publication. The image shows the rise in sales after changing the pack-shot with Mini-Magnums increasing by 24%.
Abstract: There are compelling reasons to improve usability and make designs more inclusive, but it can be a challenge to implement these changes in a corporate environment. This paper presents some ways to address this in practice based on over 15 years experience of inclusive design work with businesses. It suggests that a successful persuasive case can be built with three key components: a proof-of-concept prototype, an experience that enables the stakeholders to engage personally with the issues and quantitative evidence demonstrating the impact of a potential change. These components are illustrated in this paper using a case study that was conducted with Unilever to improve the images used in e-commerce. The ice cream brand, Magnum is one of Unilever’s billion-dollar brands that implemented these changes. During an 8-week live trial, comparing the old and new images, the new images experienced a sales increase of 24%.
What does a map look like if you have a colour-blindness condition? Colour Vison Deficiency (CVD) is more common than most people think, and it’s not just red and green. Where colour is used to provide information, some people can be left confused. Directional maps, such as street maps for example, use colour to indicate train stations and heritage sites. Geographical maps use colour to show height of land, temperature, and to separate land from water. Many of these are age-old conventions that designers follow. So how do you know what colours are best to use? The Colblinder website give examples of what geographic maps look like to people with CVD. It also has links to other references and a colour blindness simulation tool. Although this is about maps, it can also apply to websites and printed documents, such as guidelines, and manuals where pictures and graphics are used to inform and instruct.
For the latest research on this topic Anne Kristin Kvitle’s article is worth a read. The article is titled, “Accessible maps for the color vision deficient observers: past and present knowledge and future possibilities”. Here is the abstract:
“Color is one of the most difficult cartographic elements to use, as it easily draws attention away from the data and goals for the map when it is used poorly (Krygier and Wood 2011). It is also the one cartographic element that is most frequent misused. Some conventions are choosing colors that have a similarity to real life objects, like green and blue to represent land and water. Other conventions are to use strong colors to emphasize important objects, like the use of red to represent highways or cities. One major contribution to the art of cartography is the development of the visual variables proposed by Jacques Bertin (Bertin 1983). These graphic elements (i.e. position, size, color, orientation, shape, value, texture) were designed to utilize graphic information representation, and have been adapted as a language of cartography.
The Inclusive Design Toolkit’s new online Exclusion Calculator enables better assessment for vision and dexterity. Also included in the Calculator are separate assessments for dominant hands and non-dominant hands in addition to vision, hearing, thinking and mobility. These enhancements build on the original Inclusive Design Toolkit, which was developed ten years ago and can be downloaded as a PDF. The upgrade takes designers through assessing the demands that a task, product or service places on a range of users. If you want to access the advanced version you will need to a licence. Years of research have gone into this tool. You can find out more about the research team and the calculator on their Home Page which has links to several other sections.
Winston Churchill famously said, “‘we shape our buildings and afterwards our buildings shape us.” Many would agree. But what about space – does that shape us too? In his article about office workspaces, Scott Simpson says the design of the spaces in which we live, work and play has a profound effect on how people interact. “Sometimes the effect is quite subtle, and sometimes it is more obvious, but in all cases, space shapes the context for what we do and how we do it, even though its effect is frequently taken for granted.” He goes on to say that the way space is configured creates the context, sets the tone and gives off subtle yet powerful messages for how people are expected to behave. The article is on the Design Intelligence website.
A simple pleasure for most, but if you can’t open the chip pack then not so pleasurable. This is a problem for more people than you might think. An article in the Inclusive Design Toolkit Bulletin explains how a student redesigned the chip packet for easier opening. Around 10 million people have arthritis in the UK, and over 10 million chip packets are consumed each week, so student Thomas Woodburn decided to redesign the packaging considering the needs of this user group. He found that many people with arthritis use scissors to open the typical seal used in packaging. While wearing the Cambridge Simulation Gloves, Thomas experienced great difficulty trying to ‘pinch and pull’ to open chip packaging. He designed a corrugated fibreboard pack that opens with a small amount of force applied to the lid, using a mechanism for the lid that folds out three-dimensionally and enables the fingers to remain in a natural position. You can see similar articles in Issue 4 of the Bulletin. There is more good material on the Inclusive Design Toolkitsite.
Orcam MyEye is a wearable for people with low vision. It tracks your finger, reads what the finger points at and announces it. The device is worn on the arm of a standard pair of glasses. This is also a great device for people who have difficulty reading. Another design idea for one group that also suits another. The captioned video clearly shows how it works.
From the CoDesign website: “There is a clever, intuitive interface based on a gesture everyone understands: pointing. All users have to do is point at whatever they want the device to read; the camera identifies their hand, then takes a picture of the text and reads it. It’s so precise that you can point to a specific line on a page and it will start reading from that point. “We believe that pointing at something is the most natural thing a human does,” says Aviram, who serves as the company’s CEO.
Most people with dementia live at home and can often benefit from a range of technologies – but what are the best and when should they be used? In a PhD study, Tizneem Jiancaro of the University of Toronto has sought some answers. The thesis looks at three perspectives, developers, people with dementia, and the caregivers and significant others. Design factors were considered alongside emotional factors as well as usability. Not unexpectedly, “…empathy emerged as an important design approach, both as a way to address diversity and to access users’ emotional lives”. The title of the thesis is Exploring Technology, Design and Dementia. It can be downloaded from the University of Toronto.
Designer Liz Jackson from New York, tells her story in a video talk of how she became known as the woman with the purple cane. She has a theory that when parents tell their children not to stare at someone who looks different they take this behaviour into adulthood. In a straightforward manner she laments how designs for people with disability are so often ugly. She critiques the seven principles of universal design for not including beauty in the list; focusing only on functionality. And that every design designs for exception because there will always be someone left out. This 15 minute talk is well worth the time. If you can’t access the video there is a full transcript on the site.
Editor’s note: Aesthetics are mentioned in the fuller length of the seven principles of universal design. This quote from Bill Stumpt and Don Chadwick, points this out: “The essence of universal design lies in its ability to create beauty and mediate extremes without destroying differences in places, experiences, and things”. However, it seems that if designers only ever look at the short list of principles, an eighth principle should be added – Thou shalt make it beautiful!
The design of lighting does more than just overcome darkness. According to David McNair, after food, lighting is the most important factor for supporting physical wellbeing. This is particularly so for older people and people with dementia. McNair, a lighting engineer, has written a book on the topic, Enlighten: Lighting for older people and people with dementia. It is written with care professionals, engineers, architects and designers in mind. Dementia and acquired brain injury can affect visual perception and well designed lighting can help overcome some of these issues. Aged Care Insight has an article about the book and also has a podcast interview with one of the book’s authors.
Editor’s note: The picture shows how the line shadows of the arches fall across the pathway. These can look like steps, or the distant arches can look too small to walk through. Not knowing if there are steps or if the arches are big enough can affect confidence in getting out and about. However, from personal experience, this is a very pleasant area to walk in the evening (Brisbane South Bank).
The Fastcodesign website has another interesting article about design. Every designer has the principles they work by. So they asked eight prominent designers who were either judges of or honored in the 2017 Innovation By Design Awards: “What is the one principle you never compromise on?” The answers are consistent with universal design principles: Good design is both invisible and obvious; Ignore trends; Ban mediocrity, Design to elicit emotion; Articulate your purpose, honestly and explicitly; Users are people not statistics; Design thinking isn’t for designers and; Design for the big idea. See the article for the designers’ explanations.