Struggling to open packaging is frustrating, and for some people it is almost impossible. A new research paper describes a design framework based on user experiences. The researchers use the case of opening a packet of flour. They looked at information, instructions, size, transparency, rigidity, shape, material, handling and opening features. They recommend that all these factors be considered at an early design phase. The language is somewhat dense, but it shows the importance of considering a range of user abilities at the early design phase. Here is a section from the paper outlining the issues they considered.
“In general, the aforementioned work can be divided into packaging usability and packaging design studies. Because usability studies focus on the interaction between users and packages with little effort applied to establish connections between packaging features and usability, they have been limited in capability for identifying the responsibility of different packaging features with respect to usability problems. On the other hand, previous packaging design studies have focused on aspects of accessibility and connections established mainly between packaging features and ability to open packages. Accordingly, there is a necessity to link aspects of packaging usability to packaging features to achieve a better understanding of potential improvements in packaging design.”
The answer is simple: improve the design of your packages and images to make them more inclusive. But it seems corporates are slow to change their approaches to design, instead preferring to stay with “tried and true” methods. The Inclusive Design Team at the University of Cambridge has been working on this issue for 15 years. They have come up with a three key components that help persuade businesses to think about their product and label designs from a different perspective. The title of the paper is, “Using Inclusive Design to Drive Usability Improvements Through to Implementation”. The article can be found on ResearchGate. or a book chapterin Breaking Down Barriers, a SpringerLink publication. The image shows the rise in sales after changing the pack-shot with Mini-Magnums increasing by 24%.
Abstract: There are compelling reasons to improve usability and make designs more inclusive, but it can be a challenge to implement these changes in a corporate environment. This paper presents some ways to address this in practice based on over 15 years experience of inclusive design work with businesses. It suggests that a successful persuasive case can be built with three key components: a proof-of-concept prototype, an experience that enables the stakeholders to engage personally with the issues and quantitative evidence demonstrating the impact of a potential change. These components are illustrated in this paper using a case study that was conducted with Unilever to improve the images used in e-commerce. The ice cream brand, Magnum is one of Unilever’s billion-dollar brands that implemented these changes. During an 8-week live trial, comparing the old and new images, the new images experienced a sales increase of 24%.