Brasil Pack Trends 2020

BrasilPackTrends2020 88 convenience and simpl icity consumers a believable way to make conscientious choices (CULLEN; STEMBRIDGE, 2011). For this reason, producers and users must be aware of these trends, in order that their packages are adequate for this new consumer, which is in a state of constant change and evolution. The question of convenience applied to the consumer is considered in an important concept, the Universal Design. This concept is extensively applied to design products, making them easier to use for all age users and different levels of ability. Another design concept, User-Centered Design, evaluates consumer needs and the aesthetics of the products (YIANGKAMOLSING et al., 2010). The principles which rule the universal design concept were established in 1997 by the Center for Universal Design, at the North Carolina State University, and are presented as follows: equitable use, namely, the design may be used for people of diverse abilities; flexible use; simple and intuitive use; perceptible information; tolerance for error, i.e., the design minimizes hazards and the adverse consequences of unintended or accidental actions; low physical effort; appropriate dimensions. Based on these principles of universal design, used in the identification of needs directed at flexible packages, researchers Yiangkamolsing et al. (2010) identified five principles relevant to universal design applied to packages: 1. Simple, intuitive and convenient use 2. Perceptible information 3. Structure and graphic design 4. Easy opening 5. Equitable use Logically, these are some of the aspects to be observed in the development of innovations in packages, mainly when the constant social and behavioral changes of the modern consumer are considered. Thus, in this chapter, we will present the main trends focused on convenience and simplicity, based on information obtained from many sources, such as market reports, scientific papers, electronic newsletters about innovation and contests in the packaging sector. Table 4.1 shows the unfolding of macro tendencies described in this chapter as well as packages contributions related to such macro trends. 4.1 FUNCTIONALITY ON FOCUS The large number of products introduced on the market and the changes in life-style demand projects for differentiated packages. Such variation can present better results if focused on the functionality of the package, principally referring to the ease of opening, holding, carrying and discarding, the possibility to reseal, the simplicity of use, prepare and consume, among other factors. Ease of opening This functionality is already present in practically all categories of products. One of the main factors in the demand for this is the aging population, but developments in this area can go beyond this (ANNETTE, 2008). For example, we can quote the Zork easy open closure. This was originally developed for bottles of wine with the appearance of a screw cap, but with the “pop” property of a cork. The system consists of three parts: an external part that allows easy viewing in case of violation; a metal foil that provides an internal oxygen barrier; and an internal part that provides the “burst” at the moment of opening and can be resealed after consumption (Figure 4.1).