PD_Packaging Digest

Packaging Digest, Fall 2015

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20 TRENDS // FALL 2015 www.PackagingDigest.com Kate Bertrand Connolly, Contributing Writer Designing packaging for elderly consumers can be a balancing act, with two of the most important design elements—text legibility and package size— at odds. T e tension is especially noticeable in food, beverage, prescription-drug and over-the-counter (OTC) pharmaceutical packaging. Causing the conf ict is the need for both small package sizes and on-pack text that older consumers can read, despite their diminished eyesight. Happily, this issue can be solved with a little creative thinking. T ere are reasonable arguments for of ering elderly consumers smaller food and beverage packages, including single-serving packs. Many of these consumers live alone or in smaller households than when they were younger. T ey also may be watching their portion sizes for health reasons. Smaller food and beverage packs of er elderly consumers the advantages of portion control, convenience, freshness and reduced waste. However, the smaller the package, the smaller the canvas for product information and branding. Prescription medications and OTC products, by their nature, usually require small packages. T ey also require federally regulated on-pack information, and often there is so much requisite information that a small font size must be used. However, if the type is too small for consumers to read, they may be putting their health at risk. At the grocery store One way around the small- font problem is to make photos, illustrations and other graphic elements do the talking. For food and beverages, especially those positioned as better-for-you, "you're seeing pictures of the fruit and vegetables that are contained in the product. T ose images are very reassuring to people, and especially the elderly, knowing that there's something in the product that's good for them. And it's not small type, which can be incredibly frustrating," says Tony Bash, vp of sales- beverage at LiDestri Food and Beverage (www. lidestrifoods.com). Bash adds that "badges" are another high- visibility way to communicate that a product is, for example, all-natural, kosher, low-fat or low-salt. Badges include trusted seals, such as the American Heart Association (AHA) Heart-Check mark and the USDA Organic seal. Badges can be used on a food or beverage package of any size. A badge is "something apart from the nutrition panel, which is often dif cult to read," Bash says. "A badge can run along the bottom or top of a package or down a spine, and you can see at a glance that the product has two grams of sugar, it's a 12-oz bottle, there's no fat in it and it has the organic badge." Another tactic is to make the ingredients panel larger, he adds. "We are all doing that, in the food industry, but I think the use of badges and call-outs is a better way to do it for the elderly." LiDestri's Francesco Rinaldi pasta sauce labels are printed with badges and call-outs that vary by stock-keeping unit (SKU). One of the labels sports a gluten-free badge, AHA Heart-Check mark and life'sDHA logo, plus call-outs f agging "Reduced Sodium," "No Sugar Added" and "FORTIFIED with 32 mg DHA OMEGA 3 per serving." Note the capitalized words, which draw shoppers' attention and also make the call-out easy to read. Bash shared more thoughts on senior-friendly design in his presentation "Millennial and Aging Populations: Innovating for Essential Markets," at PhillyPack 2015 (phillypack.packagingdigest.com). Prescriptions and OTC A dif erent approach is needed for prescription and OTC packaging that's used by older consumers. In some cases, it may be enough to revamp font styling and sizes on these packages, or to add an expanded-content (peel-and-reseal or booklet) label to the bottle or vial. Other times, digital technology linked to the package may be necessary to convey important information. Of the various tactics to render text on small packages more legible for the elderly, "making the font larger is an obvious one," says Jennifer Long, an optometrist, Certif ed Professional Ergonomist and founder of Jennifer Long Visual Ergonomics Small packs that talk big come to the aid of seniors Food, beverage and pharmaceutical brand owners f nd solutions that MEET THE READABILITY NEEDS OF ELDERLY CONSUMERS. Aging often causes failing eyesight, making packages harder to read. By using on-pack badges and call-outs, rather than small-font text, food and beverage brand owners can eff ciently communicate the differentiating features of their products to elderly consumers. The capitalized words on LiDestri's Francesco Rinaldi label also aid in readability. PHOTO BY WILLOWPIX/ISTOCKPHOTO.COM

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