Why Accessible QR Codes Matter (And What Brands Can Do About It)

Accessibility isn’t optional any more. It’s essential.

That was the driving message behind yesterday’s Loftware x Zappar webinar: Bringing Accessibility to the Forefront of QR Code Experiences. With Loftware’s product identification expertise and Zappar’s deep commitment to accessible product packages, the session unpacked what it really takes to make connected packaging work for everyone,  including people who are blind or have low vision. 

What Was Covered

1. Connected Packaging at Scale
Andy Meadows (Loftware) explained how connected packaging is reshaping the way brands interact with consumers. With over 51 billion labels created yearly, Loftware’s solutions power digital touchpoints that offer personalised, dynamic content—all via a single scan.

2. Why Accessibility Can’t Be an Afterthought
Our very own Martin Stahel shared the impact of Accessible QR codes, powered by Zapvision brought to life by the RNIB's powerful 'What's In Store' video, which highlights the daily challenges of navigating packaging without sight, turning a simple trip to the supermarket into a guessing game. 

3. One Code, Many Uses
Accessible QR codes work with apps people already use, like Seeing AI or Be My Eyes. One scan delivers audio descriptions, large text, and key product info. The same code also supports supply chains, product tracking, and consumer engagement.

4. Real-World Impact
Unilever has already rolled out AQR across 35 brands and 5 billion+ packs globally. Other big names like Nestlé, Bayer, and Diageo are following. Accessible QR codes aren't a niche use case anymore; it’s a growing movement.

5. Making It Work at Scale
From content personalisation by language and geography to future-proofing for evolving regulations, Martin and Andy showed how the tech stack makes it simple for brands to deploy accessible, GS1-compliant QR codes now, not someday.

Three Key Takeaways for Brands

1. Work cross-functionally from day one
   Involve legal, marketing, IT, packaging, and accessibility leads early. This avoids conflicting goals and last-minute redesigns.
   
   
2. Design for non-visual recognition
   Consider tactile markers, consistent placement, or pack features that help users locate the code without needing sight.
   
   
3. Treat accessibility as a creative brief, not a constraint
   Think about how your brand sounds, not just how it looks. A great audio experience can be just as powerful as a visual one.

Watch the Session

 Get the full insights in the recording below. 

Final Thought

Accessibility isn’t just a compliance box to tick; it’s a chance to build loyalty, open up your brand to a wider audience, and create better experiences for everyone.

With the tools already in place, and through our partners like Loftware, it's easier than ever.

The real question is: what are you waiting for?