packaging inclusivo
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Inclusive packaging to cover the needs of the elderly

It is a fact: world population is ageing fast. By the year 2020, over 20% of European Community will be older than 65*, so the industry needs to adapt to their needs and lifestyle.  

One of the main concerns of the packaging manufacturers is the accessibility and adaptation to social groups who present complex difficulties when manipulating or interacting with the package, as the elderly.

Large-scale consumer, self-care and pharma industries are moving towards the development of packaging solutions better suited the senior public needs: to easily identify the products through the packaging, being easier to handle and having an easy clousure.In order to create packaging adapted to seniority, we must work on two areas: design and packaging volumetrics.

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Facilitating product identification through packaging design

Some of the design keys for the visually impaired or the collectives who present cognitive problems are the use of bold and attractive colors, as well as big letters on the package that ease differentiation and legibility. To help with product identification, it is recommended to include images or representative illustrations prevailing over text that communicate straight away the product’s benefits.

According to a study that interviewed more than 3.000 people over 60 years old**, over half of them reported difficulties when reading product labelling, even while wearing prescription glasses. This is indeed why it is necessary to highlight not only the brand but also the type of product using a big and clear typography.

The importance of adapting packaging volumetrics to the product and its audience

Regarding volumetrics, to substitute heavy packaging for smaller and handy ones with larger handlers are some of the measures to improve transportation, storage and recycling. Moreover, introducing daily rations marks and dispensers integrated on the packaging can also ease management and the elderly autonomy.

Traditional opening systems are one of the greatest challenges for manufacturers, as regular ones present difficulties for patients with mobility issues (arthritis, rheumatism, Parkinson…) resulting on treatment adherence problems or even rejection to them. To avoid this and other manipulation risks associated, it is proposed to choose safe materials, rounded edges, intuitive closures, ergonomic packagings and effortless sealing methods to keep the product in optimal conditions.

Related to this concern, Packnet who supports industry belief in the inclusive packaging, promoted a renewed packaging which allows the universal accesibility, signed agreements with la ONCE in 2016, and this year with CEAPAT-IMSERSO, especially oriented to the elderly inclusion.

To ease the access to packaging to all the community and cover the senior necessities, it is vital to streamline packaging processes and adaptations using inclusive design.

Learn more about other trendy measures that improve packaging accessibility, as Smart Packaging solutions.

* Data extracted from the statistical Eurostat report published in 2017.                                                                                                  ** Source: A.T. Kearney Global Maturing Consumer Study, 2011.