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convenience and simplicity
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).