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Nestls approach to packaging design aimsto make its products
easier to enjoy
Jan 20, 2012
SPECIAL GLOVES: Jacky Nordsvan, packagingspecialist at Nestl
Australia, left, and Fergal Barry, of Arthritis Australia, right,
simulate how arthritis restrictsmovement and strength.
Nestl is adapting the packaging of some of its products to
ensure consumers of all ages can usethem without difficulty.
One approach, established by the University of Cambridge in the
United Kingdom, is called'Inclusive Design' .
Nestl is the first food and beverage company to adopt this
method following its partnership withthe university in 2009.
Inclusive Design is a process which seeks to develop product
design to meet the needs of more people.
Companies can use a number of specialist Inclusive Design tools
to determine how they canmake products easier to use.
Design philosophy
Nestl is taking a lead role in the development of this design
philosophy, said David Wiggins,Head of Packaging at Nestl UK.
Inclusive Design allows us to move from good design to great
design.
It is about pioneering design that benefits all our consumers,
he added.
Nestl also aims to make its products safe to use, maintains
freshness, provides easy tounderstand instructions and minimises
waste.
http://www.inclusivedesigntoolkit.com/http://www.inclusivedesigntoolkit.com/http://www.inclusivedesigntoolkit.com/
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Putting the consumer at the centre of packaging development
means creating products and packaging that are easy to use
regardless of age, disability or physi cal condition, said
AnneRoulin, Global Head of Packaging and Design at Nestl.
Putting the consumer at the centre of packaging development
means creating products and packaging that are easy to use
regardless of age, disability or physical condition. Anne
Roulin,Global Head of Packaging and Design at Nestl
Special pair of gloves
In Australia, a special pair of gloves designed by researchers
at the Georgia Tech ResearchInstitute in Atlanta in the United
States is helping Nestl understand the impact of arthritis.
Nestl packaging experts used the gloves on five of the company s
most popular products tosimulate the way the debilitating disease
restricts an arthritis sufferer s movement and strength.
As a result, Nestl launched an Accessibility Benchmarking Scale
last year with ArthritisAustralia .
The scale allows packaging designers to predict how many people
can use their packaging.
Consumers want packaging that is easy to open and products that
are easy to use, said FergalBarry, Arthritis Australia s Strategic
Partnerships Manager.
But the challenge for manufacturers up to now has been to
determine how well their packagingis performing. The scale
challenges their perceptions, he added.
Liberating
The move by Nestl Australia to redesign some of its packaging
has been welcomed by arthritissufferer Wendy Favorito, a
41-year-old speech pathologist from Sydney.
Since she was diagnosed with juvenile arthritis at the age of
six, everyday tasks such as makingher children s lunches or opening
bottles have been extremely difficult.
Every day of my life I ve struggled with packaging so this move
by Arthritis Australia and Nestl is really liberating it will
certainly give me more independence in my day-to- day life,
she said.
If I can open a package easily then it s certainly more
appealing to buy, not just to me, but alsothe age ing
population.
Key brand asset
Nestl is already creating easy-to-use packaging as a result of
its design process.
http://media-centre.nestle.com.au/media-release/arthritis-australia-helps-nestle-design-more-accessible-packaging/http://media-centre.nestle.com.au/media-release/arthritis-australia-helps-nestle-design-more-accessible-packaging/http://media-centre.nestle.com.au/media-release/arthritis-australia-helps-nestle-design-more-accessible-packaging/http://media-centre.nestle.com.au/media-release/arthritis-australia-helps-nestle-design-more-accessible-packaging/http://media-centre.nestle.com.au/media-release/arthritis-australia-helps-nestle-design-more-accessible-packaging/http://media-centre.nestle.com.au/media-release/arthritis-australia-helps-nestle-design-more-accessible-packaging/
