Design Force President on Packaging for Maturing Consumers

Design Force, Inc. proudly announces that Packaging World has published its President, Ted Mininni’s latest article: “Are Package Designers Ignoring the Strongest Segment of Their Audience?” online on December 29, 2011.

In his latest article, Mr. Mininni cites the latest market research conducted in a study titled “Global Maturing Consumer” concerning package design issues. He writes: “In the U.S. alone, people aged 50 and older own 80% of the financial assets in the country. They also account for half of all discretionary spending. More than 50% of consumers between the ages of 60 and 70, nearly 60% of those between 70 and 80 years and a whopping 66% of those over 80 report difficulties with current packaging.”

“This goes beyond wrap rage”, stated Mr. Mininni in a recent interview. “Not being able to read brand communication easily on packaging is problematic for seniors and consumers who have vision issues. Why would consumer product companies not address aspects of their packaging that prevent consumers from zeroing in on their brands? Why not make packaging easier to open? If it’s difficult to open, consumers will purchase another brand. Why would product companies allow that to happen after working so assiduously to build brand equity?” 

As the article continues, Mr. Mininni offers a number of solutions to make packaging more approachable and brands more visible. He observed: “As package designers who work with many kids’ and toy brands, we are very aware that parents and grandparents purchase a high percentage of these products. We are conscious of designing package solutions that leverage our clients’ brands for this audience as well as kids. Packaging cannot become a deterrent to brand loyalty; it ought to be a champion of it.”

Mr. Mininni has a couple of observations for retailers in his article, as well. “But what does the retail experience have to do with packaging? Well, if packaging itself presents challenges for seniors, as well as retail shopping environments, the entire picture is one that discourages consumption because it does not create positive experiences. It also impacts brand loyalty among groups of consumers who tend to be the most loyal if given a little bit of attention and consideration.”

To read the entire article, please visit: packworld.com.