B&Q
Kingfisher publication of inclusive design guidelines
In June 2004 kingfisher and B&Q UK published guidelines on inclusive design, i.e. how to design products that as many people as possible can use. The guidelines aim to provide Kingfisher companies, their consultants and suppliers, with a better understanding of inclusive design principles and the benefits they can bring. They form an important part of Kingfisher's overall approach to diversity.
In particular, inclusive design helps to ensure that older and disabled people are not excluded from using the company's products. These are important markets - by 2020 almost 50% of Europe's adult population will be over 50 (according to the future foundation) and at present 1 in 7 of Britain's population is classed as disabled.
These guidelines identify the different problems that people may face such as physical, sensory and cognitive impairments and how to factor these into the design process. Practical tips are included on how to design products to make them more accessible. For examples these cover graphics, colour, typography, instructions, functional simplicity, ergonomics, cognitive issues, grips, force, weight, balance, and handling of the product.
Including older and disabled people in user research is identified as central to the inclusive design process and different research methods are summarized in the guidelines.
Advice is also included in the best ways of marketing products designed to be inclusive. Research has shown that on the whole older and disabled people do not wish to be considered as such and therefore do not respond well to marketing targeted specifically at them. Therefore it is most effective to market products as ‘easy to use' rather than mentioning ‘disabled' and ‘older' people.
B&Q UK has been working for a number of years on inclusive design. The Daily Living Made Easier range of products includes essential household items that meet an ‘easy to use' standard such as lightweight garden tools, handrails and smoke alarms with visual warnings.