DBA Inclusive Design Challenge 2006

Infood / Adecco

A standardised and accessible graphic system based on symbols for food packaging to enable consumers to quickly and easily determine the ingredients of any product.

Background

Twenty percent of the UK population is affected by food intolerance allergies, a number that is estimated to rise annually by five percent. Reactions range from minor skin rashes to major life-threatening anaphylaxis. On 25 November 2005, a new EU directive stipulated that all pre-packaged food should show clearly on the label whether it contains any of 12 ingredients that commonly cause reactions. As yet, however, no standardised graphic system exists to alert consumers to the presence of common allergens in food.

How Does it Work?

Infood is a set of 12 simple allergen icons consisting of a bold graphic symbol and accompanying descriptor based on Makaton and RNIB and Mencap guidelines. They are intended to replace the long, space-consuming and confusing lists currently used on packaging. Each icon enables interpretation on three levels - through recognition of a specific image representing the allergen, through abbreviated text describing it and through colour which differentiates each allergen.

A bold typeface, vivid colours and simple, easily recognised shapes have been used and the text kept separate to enable translation into other EU languages. This ensures maximum accessibility and legibility in its smallest manifestation and allows the icons to be used globally to meet the needs of the widest range of consumers.

The icons are intended for download as a font set or as coloured artwork. Use would be encouraged on food labels, shop shelves, home shopping websites, restaurant menus and more. Other plans include their incorporation into emerging technologies such as RFID scanners and handsets to be used in conjunction with personalised smart cards detailing an individual’s needs.

User Input

The personal experience of team members with food allergies gave impetus to the idea. This was enhanced by a brainstorming session with a user group consisting of consumers of different cultural background with food allergies, visual impairments and dexterity problems. Users were asked to rate a set of prototype icons on their clarity, ease of recognition, visual appeal and personal preference. These were refined and checked throughout the development process in consultation with the users.

Judge’s Comments

A beautifully simple and thorough solution to a major issue that is exceptionally current in legislative terms but has yet to be addressed by industry nationally or internationally. Thus it presents a fantastic market opportunity for innovation. The panel were impressed by the fact that the team had anticipated the impact of this legislation, simultaneously questioned its quality and provided the answer in an elegant and far-reaching way. ‘How can this not exist?’ they asked.