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Survey reveals types of packaging consumers find most frustrating

February 11, 2013
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The continuing importance of openability as the packaging issue that most concerns consumers will be underlined by Payne (www.payne-worldwide.com) managing director Martin Dallas at EasyFairs Packaging Innovations at the NEC in February.

For the first time to a UK audience, Dallas will be presenting the results of a high-profile study into the types of packaging which consumers find most frustrating.

The exhibition will also see the official UK launch of Payne’s new Packaging Resolved positioning, which demonstrates the company’s ability to create solutions that meet several of the major criteria of effective packaging – opening, closing, informing and protecting.

The major quantitative research study to be presented at EasyFairs Packaging Innovations was carried out on behalf of Payne, to identify and understand consumers’ concerns with packaging. Findings were unveiled to a European audience at the EU Packaging Summit in Berlin in January.

Of moe than 500 consumers who took part in the study, 85% said they had experienced some frustration with packs. Even when unprompted, difficulties with opening generated the strongest response with “difficult to open, tear or rip easily” being highlighted as the major frustration by 32% of respondents. In response to a prompted list of frustrations this increased further, as 81 per cent cited “difficult to open” or having to use a tool as a top frustration.  

In his presentation, Dallas will also reveal some examples of best practice from the packaging industry and how openability can be an integral part of the pack experience for the consumer.

Payne will also showcase its Packaging Resolved positioning, on Stand A33 at the exhibition, with a focus on the company’s multi-layered solutions that combine elements of opening, closing, informing and protecting to create added value packs that enhance brand image and positioning.                                                             

Examples include resealable labels that offer the convenience of re-closing along with the potential for eye-catching designs and consumer messaging, and easy-open tear tapes that incorporate overt or covert brand security and anti-counterfeit features.

 New developments in sensory labels, such as textured, embossed or soft touch finishes, will also be on show, demonstrating how effects that stimulate sight and touch can create additional impact in competitive retail environments. 

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