Don’t Let Your Packaging Cause “Wrap Rage”
Almost everyone has experienced irritation — and some, even injury — when trying to cut, pry, tear, or rip apart tightly sealed packaging to get to the product inside. This packaging-induced frustration is known as “wrap rage” and is a very real issue that consumer packaged goods (CPG) manufacturers and designers must address when choosing their products’ packaging.
Wrap rage: still a problem
Wrap rage is not a new phenomenon. In 2008, Amazon brought the problem into the spotlight by launching its Frustration-Free Packaging initiative. The online retailer worked closely with manufacturers to adapt their packaging to be easy to open and recyclable, while still protecting the product during shipping and handling.
Despite the positive consumer response to Amazon’s initiative and others like it, too many products are going to consumers in packages that are hard to open or even dangerous, posing risk of injury. UK consumer research firm Which? found in a 2013 survey that molded plastic clamshell packaging was the greatest causes of consumer packaging frustrations, followed by peel-off coverings and shrink wrapping. Which? also found that difficult packaging may impact consumers’ purchasing decisions. According to the firm’s research, 20% of consumers might not purchase a food product if the packaging appears too difficult to open.
Solving the problem
Fortunately, there are ways to combat wrap rage. CPG manufacturers can make their packaging more accessible to consumers by putting these tips into practice:
Tip #1: Provide understandable instructions.
The package’s label should clearly explain how to open the package easily and safely.
Tip #2: Consider how and where the product will be used.
For example, Little Angels baby wipes (available in the U.K.) come in specific packaging for one-handed opening and closing, making it easier for a parent to hold a baby with one arm while accessing the product with the other.
Tip #3: Prioritize package ergonomics.
Many consumers are older or may have other needs that require readily accessible product packages. Making packages simpler to grip and open is key to reducing wrap rage for these consumers. Panasonic’s LED light bulb package is a great example of ergonomics and accessibility in package design with its one-touch, pinch-and-pull opening.
Tip #4: Decide how theft- or tamper-resistant your product’s packaging needs to be.
Effective packaging protects the product while still letting the consumer access it without injury or wrap rage. Gillette’s Venus & Olay razor’s easy-open clamshell package demonstrates one unique way to protect the product while still providing accessible packaging.
Your product’s packaging can be secure while still being easy to access. Achieving this goal means you must carefully think through package design options and consider the product’s intended user. With help from an experienced packaging firm like Combined Technologies, Inc., you can package your product to give buyers a pleasant experience that’s free of wrap-rage.