6.16 包装创新+朗涛+张环香+英文.pdf

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1、Winning the hearts of the 1 billion consumers:How can brands use accessible design to capture the missing opportunities?We are obsessed to our customers:New needs,occasions,rituals,segmentations,personas Somehow,we continue to unintentionally exclude 1 out of 15 people living on this planet.People w

2、ho have challenges and limits to interact with people and society Definition of disabilities,WHO,20011 billionpeople experience some form of disabilitySOURCE:WORLD BANKSOURCE:WORLD BANK80%of all product-related problems stem from design SOURCE:EUROPEAN COMMISSIONSOURCE:EUROPEAN COMMISSIONBetter worl

3、d&resultsCompanies who are truly embracing I&D are 35%more likely to have better financial results SOURCE:MCKINSEY&COSOURCE:MCKINSEY&COThe harder question is how?“We want our brands and products to be intrinsically inclusive,so we are going to redesign everything from scratch.But we need time.And$”S

4、OMETHING WE ARE HEARING QUITE OFTEN.Are you all over your easy wins?Brand DesignLOOKLOOKFEELFEELVERBAL&SOUNDVERBAL&SOUNDBEHAVIOURBEHAVIOURSENSORIAL SENSORIAL EXPERIENCEEXPERIENCEMental health conditionsNeuro-disabilitiesSensory impairmentsMobility impairmentsLearning disabilitiesWhat are the problem

5、s you could solve through design?Can colourcolour improve someones experience of your brand?How inclusive is your visual brand language?How accessible is your verbal brand?SMALL SHIFT,BIG DIFFERENCESMALL SHIFT,BIG DIFFERENCEImage Source:BarclaysBEFOREAFTERImage Source:KyndrylImage Source:KyndrylACCE

6、SSIBLE COLOUR PALETTESACCESSIBLE COLOUR PALETTESImage Source:WAICOLOUR CONTRAST CHECKERSCOLOUR CONTRAST CHECKERSImage Source:ColorableCOLOUR CONTRAST TESTINGCOLOUR CONTRAST TESTINGImage Source:Contrast GridHow inclusive is your visual visual brand language?Image Source:KelloggsImage Source:Business