The package says “Easy Open.” To me, “easy open” doesn’t mean “requires simple hand tools.”
During lunchtime today, I spent two minutes, with audible grunts interspersed, trying to pry the plastic sheets of this roast beef packaging apart with my fingers. No luck. So I bit into the package, ripping several pieces off with my teeth. Still didn’t get to the roast beef. Finally resorted to scissors.
I’ve noticed that packaging-related glitches often seem more prevalent with organic and “heath” foods. Maybe it’s that many of these companies are smaller and less well-heeled than established Consumer Packaged Goods producers, and so are putting fewer resources into packaging design, materials, and production?
There are myriad examples of companies of all sizes going the direction of luxury or delight with their packaging (see related posts below). But on just a basic functional level – especially for a segment of the industry working for greater adoption – more attention to the non-comestible aspects of the customer experience would be great to consider.
Related posts:
Crock Addict
Packaging Surprise
Tags: consumer experience, Consumer Packaged Goods, CPG, customer, customer experience, delight, food, luxury, packaging, user experience
Yeah, it seems like the usability-meets-Maslow issue. First, does the package prevent the food from spoiling. Second – can I get to the food? Third, does it delight me? At least they got the first one sorted!
Comment by Steve Portigal 04.27.10 @ 2:57 pmHe’s right there with ya! :
http://www.weallsay-wtf.com/
-Lizzie
Comment by Lizzie Harr 04.28.10 @ 10:32 amEspecially important there to be able to get to the product!
Comment by Dan Soltzberg 04.29.10 @ 10:36 am