Supermarket packaging is all around us. During an average visit to a store, we will see 30,000 products within 30 minutes. The packs themselves contain more legally required information in the 'small print' than ever before. They must list ingredients, name of manufacturer, place of origin, net weight, nutritional values and instruction for use as well as warnings on the environment, GM (genetically modified) content and allergies.

For older consumers, mandatory information of this kind is especially important in the context of maintaining a balanced diet or taking medication. Yet back-of-pack 'small print' is often an afterthought. It is given less design attention than front-of-pack brand imagery. It is reproduced in sizes, formats and concealed locations that make life very difficult for an ageing population with deteriorating eyesight.

The challenge is to explore ways in which the UK packaging design industry can become more inclusive in meeting the needs of older consumers by taking 'small print' on the back of packs more seriously. Is a pure information design-led approach the way forward - or is strong brand imagery still the driving force?