Great packaging opens up and closes again in no time -- InterCool Trade Fair

Great packaging opens up and closes again in no time

“You only need to pull the rope through the strap“– German comedian and singer Mike Krüger’s song from 1980 has long since turned into a classic. The topic is still current today. Our society keeps getting older. If nothing changes, there will be more and more consumers who complain about problems when opening bags and cans, blister packaging and boxes, bottles and beverage cartons. “Convenience packaging“ promises relief.

Every third packaging is hard to open for consumers. Ergonomic scientists at the Technical University Chemnitz arrived at this conclusion. “Several products like pickle jars for instance have been a problem for many people for ages. No doubt there are better solutions which also would verifiably deliver a competitive advantage to manufacturers”, explains Paul Leiber, one of the participating researchers.

Intentionally selected older test subjects

The scientists bought 35 items from different product groups and asked subjects aged 57 to 77 to open them. Only every third packaging could be opened by everybody. Seven packages turned into an unsolvable problem for a third of all people, first and foremost a shrink-wrapped package with yeast which remained closed for 78 percent of the subjects. On average, the test persons were busy unwrapping for more than 30 seconds, for some products it even took 90 seconds. For 60 percent of test subjects, pouring out the drink from some beverage packaging turned into a problem.

Open picture gallery

Senior citizens were chosen as test subjects, because they are particularly sensitive towards packaging. “Old people for the most part reach their limits sooner than younger people. Decreasing physical strength plays a role in this, but also the loss of dexterity and the restrictions in senses like for instance sense of touch or eyesight”, explains Leiber. Other groups such as people with disabilities are also sensitive. “However, the aging of our society turns senior citizens into an increasingly important economic factor.”

Competitive advantage usability

Since customers generally don’t turn to the manufacturer or the sales staff if they have issues with the packaging, the necessary pressure can only be applied by retail with its buying power. From the researchers’ point of view, manufacturers miss out on a potential competitive advantage, if they were only to act in terms of usability instead of just reacting. “Everyone profits from products that are geared towards the weaker links in society. The rule here is: Design for old people and you will include the young ones. Design for young people and you will exclude the old ones”, says Leiber.

And indeed: A look at the press releases of manufacturers of branded goods reveals that convenience is an important argument. “The new Kluth snack cups – so practical, so yummy“, is the advertising caption for trail mix in a resealable cup. A lot is also happening in the refrigerated section. By now there is a multitude of different closures for milk. Tetra Pak alone has about ten common basic designs just for the German market – with numerous variations. Long-lasting milk needs to be aseptically packaged, unlike fresh milk. But there are still the old milk cartons with perforation.

Since March, Kraft delivers its “Miracle Whip“ mayonnaise in addition to the glass jar also in four different varieties of upside-down squeeze bottles in the 350 ml size. “While the glass jar is suited for the preparation of lettuce, the flavor profile of the new squeeze bottles is adapted for refining snacks, rolls and sandwiches as well as eggs, fish and French fries“, says Kraft Foods.

Under the number DE202007013095U1, the Poelmeyer holding company from Lehrte, Germany, has registered a design patent in December 2007 for resealable packaging for cheese ripening.
The packaging is used for blue-veined - and yellow cheeses from ecologically manufactured curdled milk, which Poehlmeyer markets under the traditional brand Harzinger. Not just the cheese, but also the packaging is a bio product. More than 95 percent of used packaging materials come from renewable raw materials. A transparent solid cavity protects the cheese from transport- and storage damages; a breathable and printable cover film makes the ripening in the patented packaging possible.

René Schellbach, InterMopro.de