My Grandmother originated from the east-end of London and didn’t beat about the bush when someone or something upset her. Everyone dived for cover if this was the case. I’ll always remember nearly being decapitated by a pair of scissors propelled at great speed across her kitchen. Thankfully they missed, but once again Gran had been frustrated at packaging she couldn’t get into.

On another occasion, Gran rang me upset as she’d mislaid her scissors. Without these she’d basically starve or suffer severe trauma or reaction to medication so this was a big thing. These were not just ordinary scissors, these were her designated packaging opening scissors. They had ergonomic, asymmetrical handles and precision ground titanium blades which could slice through the toughest blister pack or soup pouch ever manufactured.

These mini ‘Jaws of Life’ were important to her very survival because without them she just couldn’t go about her daily routine. Without them she’d become frustrated, open the utensil drawer and grab a knife. This usually resulted in the contents of her noodles falling out onto the counter, the floor or anywhere other than the pot or pan.

With some packaging, the knife would jam, slice through the edge and come out erratically, almost costing an eye or setting off a trip to the local A&E department. This could not be classed as ‘child-proof packaging’ if you had to ask your grandson to open it for you. It was ‘senior-proof’ packaging and possibly one of the reasons the older generation back then opted for meals on wheels.

Forbes recently reported that 15% of the world’s population were living with a serious disability so Gran’s ‘wrap-rage’ was almost certainly a global phenomenon; ‘jaws of life’ and other ad-hoc pack openers were inevitably making an appearance in kitchens across the world.

Talking the talk

People in the packaging industry talk about ‘changing the world’ and ‘making people’s lives better’ but in reality bad design is rife. Brands generally set out wanting to do the right thing for consumers of all ages and health conditions but inevitably end up designing packaging for the majority in order to reach scale and sell as many products as possible.

Considerations such as sustainability tend to be prioritised in brand plans due to the perception that they’re universal issues; not everyone is old or disabled, whereas sustainability is something consumers can easily relate to. This is actually rather short-sighted. Inclusive design can realise many benefits for brands, not only from a societal perspective but a financial one too. During 2020 it was estimated that approximately half the adult population in the UK were over 50 and with increasing age, most people experience multiple minor impairments in eyesight, memory, hearing, mobility and dexterity.

Walking the walk

A prerequisite of good inclusive packaging design is understanding the everyday challenges consumers face, hence the expression,‘take a walk in your customer’s shoes’.

The 10K60 packaging design process is underpinned by extensive research, testing and assessment. We use a number of tools and methods to simulate the various conditions associated with growing older and help brands understand the functional effects of capability loss.

Arthritis simulation gloves are designed to simulate the reduction in functional capabilities experienced by individuals with moderate to severe arthritis. These simulate common symptoms such as dexterity, stiffness, range of motion, reduction in grip strength and tactile sensation. We’ve found these a great tool to understand the functional limitations people experience because of arthritis.

Eyesight simulation glasses provide valuable insight into the effects of vision loss. These help brand owners build empathy with their consumers when creating new packaging. Age specific glasses simulate eye diseases associated with old age such as macular degeneration, glaucoma,cataracts, diabetic retinopathy and unilateral retinal detachment.

For brands on a budget, ‘home-made’ vision simulators can be produced quite easily using cheap welding googles and cardboard. Instructions are readily available online.

Other tools widely available include software which replicates sight loss in everyday situations and videos.

The proof is in the pudding (digestives)

On a wet afternoon in East London, Gran poured her tea and opened her digestive biscuits using the new easy open tear-strip…..‘’Us oldies need to watch our weight, this new packaging makes it far too easy for me to get at the biscuits’’

Let’s face it, brands are never going to please everyone. But by embracing inclusive design within their design process, they give themselves the best chance of addressing the needs of most consumers, irrespective of age or ability.