Jul 28

YES, it’s possible

Posted by Packaging Sense in Design | Uncategorized

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.

That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.

Why is it so? Well, we forget very quickly something that works, while something that does not work is negative and stays longer in our brain.

When teaching as I do, with actual examples, I always carry with me the French cheese cubes Apéricubes to prove to my audience that if you really want an opening device to function EVERY TIME, it’s possible! I don’t know how many millions or billions cubes are wrapped each day, but I’m sure they ALL function!

I believe that if top management decides that their products/packs should be easy to open, it’s possible!

The reason why it is still so bad (and yes, it is!), especially with some lids, bottle caps, sliced cheese or ham sachets, etc. is that the responsibility in the company falls between two chairs: marketing (who does not have easy opening high on their priority list) and production (who wants it to be as less costly as possible).

With this article, I just hope some companies will wake up and give what the consumers want… easy openings!

LW/July 2016

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