Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Have you come to grips with good design?

It’s not just the old and arthritic who place a premium on package design that is universal, inclusive, and accessible. People of all ages and abilities gravitate toward good design.

The award-winning new package for Bayer Aspirin was designed by Bayer Health Care’s Guido Schmitz, who heads up packaging and technology innovation out of his U.S. office.
The award-winning new package for Bayer Aspirin was designed by Bayer Health Care’s Guido Schmitz, who heads up packaging and technology innovation out of his U.S. office.

On-shelf evidence these days would suggest that brand owners are starting to understand that designing with people in mind has benefits not only for society at large, but also for greater productivity in the workplace and for a company’s reputation and bottom line.

Good design—variously referred to as universal, inclusive, or accessible design—is all about giving a positive experience at point of use to as many people as possible whatever their age and ability, lefties and righties included. Good design thinks about “real people” in real-life situations. Real life tests the limits of someone’s patience and shows up a poorly-conceived package design. If there is a fatal flaw, it needs to be rectified before the package goes to market. Otherwise, a brand will find itself losing customers to a competing brand with packaging that doesn’t put up a fight or bite back.

It’s far from the case that age and infirmity, weak wrists, stiff fingers, and poor eyesight are the only factors a designer must consider when developing a pack that’s stress-free to open and use. Two hands don’t seem enough when there are babies and toddlers needing a feed and a change of diaper. The concept of one-hand or no-hand dispensers for household care products gets the thumbs-up especially from younger consumers. In a 2015 household care packaging trends survey by industry market research firm Mintel, significant interest (39%) was shown in the 18-34 age bracket and among households of three or more, while the least interest (7%) was expressed by over-55s in one-and two-person households.

“What it tells us,” says Viktorija Gnatoka, Global Packaging Analyst at Mintel, “is that yes, older consumers are interested in packaging that is easier to use, but so are young families with children who need packaging solutions that fit their busy lifestyles. This means that packaging development should never be directed strictly at one consumer group, as there are many consumers who would appreciate packaging solutions that ease their household routines.”

She says one of her favorite examples from the home storage category is a breast milk storage bag launched in Thailand. From a company called The First Years, part of Tokyo-based TOMY, it gives mothers a convenient way to pump, store, and feed breast milk. “These bags have great on-pack communication about all features of the product, emphasizing multiple convenient attributes in product use,” says Gnatoka. “It was definitely designed with the consumer in mind. It protects the milk and makes it convenient to use. It speaks to the consumer’s needs in this special category.”

Japan excels at designing products and services around the needs of people with the focus on a consumer’s wellbeing, health, and happiness. To prove the point, video game developers are introducing products to keep Japan’s growing “silver generation” healthy and mentally agile long into old age. Meanwhile, the Japanese packaging community, converters in particular, are continuing their concerted efforts to offer brand owners solutions that improve product handling features such as good stability, anti-slip properties, and controllable product flow.

Bayer’s aspirin pack
It took a creative collaboration to produce a “totally new,” user-friendly product concept for Bayer-branded Aspirin in the form of an unusual, shamrock-shaped strip pack for four single tablets. Bayer Health Care’s U.S.-based head of packaging and technology innovation, Guido Schmitz, led the shamrock project and tells Packaging World that machinery builder Romaco Pharmatechnik and its development of a “unique” intermittent die-cutting system made possible a higher flexibility in shaping.

Constantia Flexibles developed the material for the shamrock package, which is based on a paper-aluminum lamination with a hot tack Surlyn layer. The aim was to combine easy opening for consumers with the high water-barrier protection required of it by a new moisture-sensitive Aspirin product formulation. While being easy for adults to tear open, the package has been tested and passed as childproof, states Schmitz. For portability, the package structure is perforated to divide into convenient units, which are separately branded as Aspirin for identification purposes.

Structural design was the work of Berndt+Partner Creality with Sterling Brands responsible for global branding of the “new generation” Aspirin. The final packaging component, Edelmann Group’s new carton design, also has the consumer in mind by providing a compartment for the product instruction leaflet so it is easier to access, adds Schmitz.

The Bayer package, winner of the European aluminium foil industry Alufoil Trophy 2015 Cross-Category Award, appeared first in the German market, where it is seeing significant growth and has become a hit across Europe. A second Romaco Pharmatechnik high-speed packaging machine has been implemented, says Schmitz.

Switching from the previous polypropylene blister pack pays off for the consumer, who not only gets a “unique packaging solution” designed for their convenience, says Schmitz, but also the benefit of a product that performs better.

Schmitz specializes in over the counter (OTC) lines in Bayer’s Consumer Care division in the company, which after 35 years on the payroll gives him a long leash to exercise his creative and technical talents for storytelling.

“My designs are consumer-centric and developed with empathy. I use a holistic design approach to tell the story of the product, and make the product better by the packaging structure.” Products must be made attractive for the older consumer, he says: “If they can’t open a product, you need to ask why. Developing new concepts it’s important to understand your target generation. I try to see 5-10 years ahead. Who will be your 45-60 year olds? Look what the impacts on them will be.”

But any new design must be profitable for Bayer, and Schmitz emphasizes that if he and his team of partners come up with a radical new product concept that works especially well for the consumer—the aim of any ‘universal’ design—then its benefits and advantages must spread across multiple product lines. In other words, scalability must be at the heart of a convincing business case for replacement packaging if it will incur additional costs for Bayer to implement. For instance, the specially developed Romaco strip pack machine, now producing what Bayer claims is the first shaped pack for tablets, has the flexibility to run products currently in development says Schmitz.

Is your palletizing solution leaving money on the floor?
Discover which palletizing technology—robotic, conventional, or hybrid—will maximize your packaging line efficiency while minimizing long-term costs in this comprehensive analysis.
Read More
Is your palletizing solution leaving money on the floor?
List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO