DESIGN AND MARKETING
“ The chosen design features a row of raised lines on the bottom of the back of the shampoo bottles – “ S ” for shampoo , “ S ” for stripes with two rows of raised dots in the same place on conditioner bottles , “ C ” for conditioner , “ C ” for circles ,” says Stadler .
Bottle integrity was an important factor in P & G ’ s considerations because this outward embodiment of the brand is the first thing the consumer sees and the last thing they touch . The bottle not only has to look good , but it also has to perform throughout its entire life , so compromising its integrity would not be acceptable .
To ensure the new stripes and circles approach would work for consumers , P & G presented the newly coded Herbal Essences bio renew bottles to the Royal National Institute of Blind People ( RNIB ) in the UK for consumer testing .
A follow-up focus group with visually impaired consumers overwhelmingly approved the new inclusive bottle design , receiving many positive reviews from those living with partial or complete sight loss . Based on the success of the initial trial , P & G rolled out the new inclusive design across all its US range of Herbal Essences bio renew shampoos and conditioners .
The long-term aim of P & G ’ s project is to encourage more manufacturers to create inclusive packaging designs for beauty and personal care products , which visually impaired consumers often use when they are unable to rely on glasses or contact lenses . The simple icon approach applied to Herbal Essences bio renew could provide a global way of allowing differentiation , bringing freedom and confidence to millions of blind and visually impaired consumers in the US and elsewhere .
“ We are really passionate about helping our customers to produce products which enrich the lives of consumers and which can be used and enjoyed by everyone , regardless of their circumstances ,” says Nitin Mistry , global account manager at Domino . “ As such , we are thrilled to have worked with P & G on this project and would welcome discussion with any other organization who is looking to design inclusivity into their product packaging .” z
Domino Printing Sciences has teamed up with Procter and Gamble to develop a tactile solution for product labelling that aims to help visually impaired consumers distinguish between personal care products during use
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