Packaging that requires seals to be so tight that they prevent spilling can have the problem that they are hard to open. This is especially true for an ageing population of course, but delivering goods in packaging that is easy for everyone is a valuable goal.
This is where aerosols as a packaging format are so admirable. Aerosols prevent spill and waste yet for most people are easy and quick to operate and deliver just the right amount.
Research by the consumer organisation Which? found that one in five consumers will switch brands if packaging makes it hard to access the contents. So it is incumbent on brand owners to avoid annoyance at best and brand switching at worst.
The European and International Standards for packaging seek to protect the consumer from pack design that is less than perfect. Inclusive Design (ID) where designers build in accessibility and usability without the need for special adaptation or specialised design is now top of the agenda for many FMCG manufacturers and for those who design packaging for them. The British Standards Institute is doing much to encourage packaging design to comply with ease of opening as well as optimal readability of labels.
A good example of this thinking is one of BAMA’s members, Aptar Beauty + Home, which won the Innovation category of the 2014 BAMA Awards for its Runway actuator. So clever is this aerosol trigger accessory that the judges claimed it was: “bordering on revolutionary,” adding: “This brings ease of use for people with restricted movement and for dispensing product in hard-to-reach areas such as one’s back. We foresee a lot of applications.”
Aerosol packaging manufacturers are always considering new means of improvement in this way for what is already a very easy-to-use pack format.
Every 6 months, BAMA publishes a collection of stories about excellence and innovation in aerosol pack design called AEROdynamics. To download the latest copy, click here.