While Germans are still doing their final shopping for Christmas, a study by DS Smith reveals an annoying detail: Overly complicated packaging leaves the majority of Germans frustrated.
The study by one of the leading providers of sustainable packaging shows that the average German spends 31 days of their life (over 13 minutes per week) on it, Packaging that is too complicated and unsuitable to open. Just under a quarter (24 %) of respondents state that they have tried to open packaging at least once, the contained product is accidentally damaged to have.
The main points of complaint about problematic packaging are the use of materials that are a Tools such as scissors for opening (54 %), products that generally require a Too long to open (49 %), the use of too much Lots of adhesive tape (19 %) and the use of cardboard boxes that can be Difficult to grip, hold or carry are (17 %).
„These results show that poor packaging is not just an annoyance, but a real problem that affects millions of people and causes them emotional stress, even at special times such as Christmas,“ comments Robyn Macdonald, Inclusive Design Lead DS Smith, the study. „Many brands and online shops are not taking an inclusive approach to packaging. At DS Smith, we are passionate about providing packaging solutions that help everyone. We have special boxes that are easier to open and fonts that make it easier to identify products. These not only benefit those who can't see well, lift with difficulty or grip firmly, but make life a little easier for the majority of the population.“
The cost of problematic packaging
The consequences of this problem are not only emotional, but also economic - problematic packaging discourages consumers, for certain brands and online shops to shop. In fact, 28 % of Germans say that they are worried about frustrating packaging decided not to buy from the same brand again, and around a tenth (9 %) decided not to buy from the same brand again. did not order a product online, because they were worried about being able to open it. 45 % of respondents say they are more likely to buy a brand if the packaging is easy to open.
„The rise of e-commerce should make it easier than ever to get what you need. But as this study shows, many manufacturers and online shops are falling over the final hurdle - easy-to-handle packaging. When Germans report problems with one in five products, it's this ignorance that infuriates them and costs the companies concerned millions of euros in total,“ says Robyn Macdonald.
Source: DS Smith
