As a large portion of the population ages, it's important to remember they are most likely a large part of your demographics. You might need to rethink your packaging and design to accommodate.
Designing packaging for elderly consumers can be a balancing act, with two of the most important design elements--text legibility and package size--at odds. The tension is especially noticeable in food, beverage, prescription-drug and over-the-counter (OTC) pharmaceutical packaging.
Causing the conflict is the need for both small package sizes and on-pack text that older consumers can read, despite their diminished eyesight. Happily, this issue can be solved with a little creative thinking.
