A demographic tidal wave of aging boomers is set to befall consumer packaged goods companies (CPGs) and package designers. As a result, you've been reading articles about topics like ease of use, designing for aging consumers' needs and universal design (we outlined universal-design philosophy in the January/February 2006 issue of Shelf Impact!). What techniques are available to help brand managers, marketers, and package designers design and test packages that aging consumers will receive well?
The following list provides valuable insights as you consider package design concepts that are optimal for as many consumers as possible.
1. Checklists. These are prioritized "wish lists" of features that encompass the ultimate package design. Prioritization of design criteria and how they impact each individual who touches the package can guide designers to create a package that is close to ideal for all stakeholders.
2. Self-observation. As the design concept takes form, many designers try to "put themselves in the consumer's shoes" by using a technique called self-observation. Unfortunately, too many designers rely on self-observation as their default method when creating package design concepts.
3. Simulation. This technique uses simulators to mimic the effects of functional impairments that consumers with limited motor skills face as they operate different packages. Simulation doesn't replace using real consumers in the design process, but it does become more powerful when combined with any of the following three techniques.
·User observation. Thorough package testing requires that consumers operate packages as they would in their normal routine. Ideally, consumer-packaging interactions should be captured by using ethnography-the study of packaging used in a real-life environment such as the consumer's home, workplace, or grocery store.
·Post-trialing. CPG observers measure usability after a consumer has handled a package. This method includes user interviews, surveys, questionnaires and performance measurements.
·Expert appraisal. An expert with professional experience assesses the package design concepts with consumers who will be using the packaging.
Read more on the universal design toolbox.
Universal design conference
You can learn more about universal design at the conference "The Universal Package: Designing Packaging for Every one." The conference, organized by the School of Packaging at Michigan State University, will be June 19-22, 2006, at the James; Henry Center in Lansing, MI.
For information, visit
www.universalpackare.msu.edu
The authors, lavier de la Wente and Audrey Whaling, are Research Assistants in the School of Packaging at Michigan State University. Laura Bix is an Assistant Professor in the School of Packaging.
