We've been hearing quite a bit lately about the need to create easier-to-open consumer packaging. We've expressed our thoughts about the clamshell before but across the board, the consumer product manufacturers are making things harder on consumers than they need to be.
A recent article in England's Telegraph showed how 4 out of every 10 consumers have experienced injuries while trying to open a product they've purchased. 4 out of 10! This takes "wrap rage" to a whole new level. As Which researcher Joanna Pearl says, "If you bought a car you'd be furious if it proved difficult to open the door, but the struggle to get into everyday packaged goods is seen as something we must tolerate."
If you want your brand to speak to your consumer and create a positive experience, that experience should continue after they've taken your brand off the shelf. You owe it to your consumers to create a positive product and packaging experience if you expect them to consider purchasing your products again. Making your packaging easy to open, and easy to re-seal (if applicable) should be one of your top packaging considerations.
"If you bought a car you'd be furious if it proved difficult to open the door, but the struggle to get into everyday packaged goods is seen as something we must tolerate."
Make it easier to use
We've seen several companies lately improving on their openablility and increasing the function for today's modern consumer, our favorite being the new dip cups from Wholly Guacamole. They started with a good product (and package)... the 100 calories packs keep your guacamole fresher for longer as you are only opening one single serving at a time. If you were to ask their consumers they probably would have said that the packaging was great... but that didn't mean there wasn't further opportunity. With the newly designed packs, they've utilized a slightly more rigid plastic to create a dippable cup, increasing the usage of their product and making it easier for mom to hand off to her kids for a quick snack. Easy to open, easy to use.
Theft protection doesn't have to be frustrating
We understand that you don't want the package to come apart in-store, especially when dealing with electronics or other high end goods. When we developed new packaging for Chargz, we developed a structure that was the best of both worlds. With an opening in the back to allow the consumers to test the chargers with various electronics, we provided convenience in a package that prevented in-store theft.
As an industry we should be doing everything we can to make everything we package easy to open and a pleasant experience from retail to home. Isn't that really the key to brand loyalty?