Making Packaging Accessible: Insights on Consumer-Friendly Design

Ever struggled to open a bottle of “senior friendly packaging” pain reliever when you needed it most? You’re not alone—and the packaging industry is finally doing something about it.

In a recent episode of “Pack It Like It’s Hot,” the podcast from MJS Packaging, hosts Cindy Vogel Director of Marketing and Greg Clarke Senior Account Executive sat down with Dawn Nowicki, Vice President of Marketing and ESG at MRP Solutions, to discuss an increasingly important topic in the packaging industry: consumer-friendly packaging design.

What Does “Senior-Friendly” Really Mean?

As Dawn explained during the conversation, the term “senior-friendly packaging” has evolved significantly over time. While the name suggests it’s specifically for older adults, the reality is much more inclusive. Consumer-friendly packaging is designed to be easier to open and use for anyone experiencing reduced strength, dexterity issues, chronic pain or arthritis—regardless of their age.

The challenge becomes even more complex when you consider that many products now require child-resistant packaging. Brands must strike a delicate balance: making packages difficult enough for children to open while keeping them accessible for the rest of the population.

Common Pain Points and Solutions

Dawn identified several key obstacles that people face when interacting with packaging. Beyond the obvious issues with grip strength and dexterity, problems range from frustrating blister packaging that requires scissors to stubborn shrink bands and seals. But the challenges aren’t purely physical—labeling and instructions play a crucial role too.

For effective consumer-friendly design, Dawn emphasized considering package diameter carefully. A container can’t be too large to grip comfortably, but it also can’t be so small that squeezing or pinching causes pain. Clear, easy-to-read instructions are essential, especially given how common low vision is among older adults.

When it comes to materials and closures, innovations like soft-touch materials and easy-grip designs with wide knurls can make a significant difference. These features help users get a better grip and make opening closures much easier.

The Sustainability Question

An interesting point raised during the podcast was how consumer-friendly features intersect with sustainability goals. Dawn acknowledged this is a balancing act. While specialized grip materials like TPE (thermoplastic elastomer) improve accessibility, they may not always be the most sustainable option. However, ergonomic designs with knurled features can be manufactured using post-consumer recycled materials, offering a way to address both concerns.

Dawn stressed the importance of understanding what matters most to your customers and managing expectations accordingly. If sustainability is the priority, brands may need to compromise on certain aesthetic elements while maintaining functionality.

Industry Standards and Testing

For those wondering about certifications, Dawn outlined the key standards in the packaging industry. The primary US standard comes from the Consumer Product Safety Commission (CPSC), which requires that at least 90% of adults aged 50-70 can successfully open and close a package within a given timeframe—this is known as the senior adult use effectiveness test.

The Arthritis Foundation has also published ease-of-use packaging guidelines, which serve as valuable recommendations for creating more accessible designs, though they don’t constitute official certification.

A Success Story: The Aleve Redesign

Dawn shared a compelling example of senior-friendly packaging done right. In 2009, Aleve completely redesigned its packaging with accessibility in mind. Designers incorporated soft-touch materials in the closure, added grippable sides that aligned with Aleve’s branding, created an oval-shaped package for easier handling and eliminated the outer carton.

This comprehensive approach didn’t just make the product easier to use—it stood out on shelves and significantly boosted sales. The redesign also had sustainability benefits by eliminating secondary packaging, proving that accessibility improvements can align with other business goals.

The Bottom Line

As our population ages and awareness of inclusive design grows, senior-friendly packaging is becoming less of a nice-to-have and more of a necessity. The most successful approaches consider the entire user experience: from the diameter of the container to the materials used, from the clarity of instructions to the ease of grip.

For brands looking to improve their packaging accessibility, the message is clear: understand your customers’ pain points, balance competing priorities like sustainability and functionality, and don’t be afraid to reimagine your entire package design. As the Aleve example demonstrates, when done thoughtfully, accessible packaging isn’t just good for consumers—it’s good for business too.

Whatever type of packaging solution you’re seeking, whether senior friendly or child resistant caps, get in touch the experts at MRP Solutions to find your perfect design.

Click here to listen to the episode of “Pack It Like It’s Hot,” the podcast featuring Dawn Nowicki, on this topic.