Packaging must be functional

Lately I cannot get through a work day without hearing something about the importance of packaging’s functionality and ease of use. New products frequently launch in new packaging formats simply to address consumer complaints. Senior-friendly packaging is a hot topic right now as an aging population finds everyday items difficult-to-open… items like blister packs, shrink-sleeved beverages and various food packaging. Seniors aren’t the only ones complaining about difficult-to-open packaging. 

How important is user-friendliness with packaging? While perusing Amazon last week, I happened upon a category called hassle-free packaging. I was looking at bed sheets and I could organize the findings by category, such as design, price, materials, etc. And another category option: frustration-free packaging was listed. My first thought was ‘that’s its own category?’ Never mind the sheets themselves; consumers want to know that once they receive them, they can actually open the package. I am blown away by how big this movement is getting and am impressed by packagers and retailers that are helping satisfy this burgeoning demand.