Out of the Box

NOW THAT'S A GOOD IDEA: VISUALLY-IMPAIRED QR CODES

Look out for colourful new QR codes

A SPANISH COMPANY HAS DEVELOPED COLOURFUL NEW QR CODES THAT HELP VISUALLY IMPAIRED CUSTOMERS IDENTIFY PRODUCTS IN-STORE AND ACCESS HEALTH AND SAFETY INFO.

WHAT’S THE BIG IDEA?

QR codes that make it much easier for blind or partially-sighted customers to use in-store.

HOW DO THEY WORK?

Traditional barcodes or QR codes can be very difficult for visually-impaired customers to use because they can be hard to find on-pack and can also be difficult to scan using smartphone cameras, requiring a lot of dexterity and time. The new solution uses bright, impactful, colourful QR codes that are much easier to find and scan using a smartphone. They can also be scanned from up to three metres away and also work in low light conditions.

WHO’S CREATING THEM?

A Spanish company called NaviLens

ARE THE NEW QR CODES ALREADY BEING USED?

Yes, they’re used extensively in Spain across public transport networks and in places like museums. The New York City Subway system also uses it and Heathrow Airport had begun a trial, although this was postponed due to the Covid-19 pandemic.

AND THEY’RE COMING TO FOOD AND DRINK?

Yes, Kellogg’s has confirmed that all of its cereal packets will ultimately feature the codes. The first one will appear on packs of Special K in January.

WILL THEY MAKE A DIFFERENCE?

Almost certainly. The traditional method of communicating with blind or partially-sighted customers is Braille – but the Royal National Institute of Blind (RNIB) People says only 10% of blind or visually-impaired customers actually use Braille. Additionally, very few food and drink products currently feature Braille and there is no legal requirement for producers to include Braille. RNIB also says that an overwhelming 95% of its members are keen to be able to access new technologies like this to help them in-store.