Approach and quantification


The end users’ approach to user-friendly packaging has been studied through a questionnaire survey which included 285 persons. Half of these had a disability and the other half were healthy persons. See the group composition here.


Is this important to our company?

The end users were asked whether they look for user-friendly packaging when they do their shopping. The figure on the right shows, not surprisingly, that the people experiencing frequent problems with packaging also are the people who are motivated to buy products with user-friendly packaging. 80% of the most vulnerable group avoid bad packaging when choosing products. This group is not at all insignificant! This should be considered together with the fact that the population grows still older and more than 700,000 persons have a rheumatic disease (see knowledge on reduced strength).


For the healthy part of the population it is obvious that most people don’t give choice of packaging much thought. The question technique in this type of questions is inconclusive, but a conservative guess will be that 5-10% will deselect bad packaging. It has to be noted, however, that recent research shows that people aren’t as price-conscious as generally believed in the industry. The customers shop impulsively in more than 80 % of overall sale and the unconscious experience from previous purchases influences their choice.


Who experiences problems?

In the survey 34% of the group with disabilities experienced difficulties with opening packaging on a daily basis with 55% on a weekly basis. By comparison healthy persons experienced much less trouble. Only 1% experienced problems on a daily basis and 20% once a week. However, it is thought-provoking that more than half of the healthy persons experienced problems on at least a monthly basis. See the figure on the right.


Where do the problems occur?

The most frequently experienced problems when opening packaging is the fact that the packaging requires too much strength to open and/or that the opening flaps are too small to grip. This is especially the case with those experiencing problems on a daily or weekly basis. It is interesting that a significant cause for problems  for all end users is when they don’t know how to open the packaging (possibly caused by insufficient graphics or instructions). Poor eyesight is a known cause but do not appear clearly in this survey maybe because the age group 70+ yrs is relatively small (8%).


Read the detailed report on end users’ approach to packaging here (PDF x pages).



Is it important for our company? The end user’s motivation for buying products with a user-friendly packaging shared among how often the end users experience problems with packaging.





Frequency of difficulties 

Who experience problems: The groups divided according to how often they experience problems with packaging.




 Reasons for difficulties

Where do the problems appear? Reasons for problems divided according to how often the end users experience problems with packaging.