Packaging design should be more inclusive of older consumers in response to the UK’s rapidly ageing, but increasingly affluent, population, according to new research from the Packaging Solutions Advice Group.
On-pack typography is excluding older consumers, who find it difficult to read important nutritional and medical information, says Frank Philippin, Royal College of Art design research associate. Philippin has tested solutions with older users as part of his labelling project, conducted in conjunction with the Helen Hamlyn Research Associates Programme at the RCA (DW 13 October). He found nearly 90 per cent of older consumers favour clear product information over visual appeal. Other problems for ageing consumers include glossy brochures such as theatre programmes and fiddly food packaging.
M&K chairman Paul King, a former design manager at Tesco and Woolworths, says design groups must promote awareness of the UK’s ageing population.
“Well-known brands must lead the way and be more supportive of older consumers’ needs,” he says.