Passion for Packaging Innovation

Wrap rage is alive and well

Wikimedia Commons

Walmart decided to join Amazon in November 2011 in converting to consumer friendly packaging. This was covered by Bloomberg news back then. Unfortunately, after a year-and-a-half, it seems that wrap-rage is still alive and well with no relief in sight.

While clamshell packaging seems like the leading factor in wrap-rage, good package innovation with good package usability is still generally difficult to come by.

This is not only frustrating for consumers, but also frustrating for package innovation professionals. Consumer centric package innovation tools and usability metrics have been available for a number of years now.

It seems that all we are lacking is a true commitment from the industry.

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