If labels were as difficult to decipher as packaging is to open, the whole world of product manufacturing would suffer another huge customer service letdown.

Why is it that twist-off caps now often require pliers to open – even when the consumer has “normal” hand strength? (Of course, seniors and others without that strength are often subjected to herculean measures to get the damn thing open!) Then, once the cap is off, many products have an additional seal that can be difficult to remove.

On other packaging fronts, packages that are supposed to “tear open” by hand are a crapshoot, often relegating the consumer to a pair of scissors. Or, how about those pop-up dispensers that don’t pop up, forcing the consumer to unscrew the top every time they want to dispense the product? Finally, there’s the “bulletproof” packaging designed to protect contents from damage. While there have been recent improvements in this area, it still can be more challenging to open the package than learn how to operate whatever is inside.

Why is this happening?

There are likely four main causes: Legal protection, damage protection, preventing point-of-purchase tampering or consumption, and consumer safety protection. Notice which one is listed last. At the risk of offending product manufacturers dedicated to consumer safety, there are many more out there looking at the bottom line first and foremost.

If a manufacturer doesn’t double over to safeguard a product, legal beagles can have a field day. Damaged merchandise and point-of-purchase destruction dip into profits, and consumer health issues can carry both legal and reputational consequences for the manufacturer. At the end of the day, with some exceptions, it appears that the chief reason all this is happening is based on bottom-line consequences. If laws changed to severely curtail legal liability, how would packagers react? While the cost of damaged products and loss of reputation would remain in play, one has to wonder how many manufacturers would “relax” their safety standards.

Why is this such a poor customer service policy?

Let’s take a quick look at each area:

Twist-off caps and seals. There are still many products that don’t demand high torque and dexterity to open, but the trend appears to be toward making them harder to open. At what point does a consumer, fed up with all of this, migrate to a “kinder, gentler” competitor? A re-evaluation of policies and procedures may be very worthwhile to determine appropriate tradeoffs that protect both the consumer and manufacturer.

Tear-open pouches. If a manufacturer doesn’t want a consumer to be able to open by hand, state that on the label. If it says “tear here” or words to that effect, make it feasible without having to demonstrate the strength of Hercules.

Pop-up dispensers. This one is easy. Spend more for dispensers that work properly, instead of frustrating consumers. This is a great case for “the bitterness of poor quality remains long after the sweetness of low price is forgotten.” Enough said.

Bullet-proof packaging. A reasonable amount of protection to prevent product damage is one thing. The reality (or perception) that the packaging is harder to open than the product is to operate is unacceptable. Strides are being made in more user-friendly packaging that doesn’t require heavy-duty tools to open while protecting the products inside.

This is an area where some common sense and consideration make sense. If a consumer is already frustrated by getting the package open, and then encounters a bunch of hurdles to get it to work correctly, the cumulative stress makes it a much more likely candidate for a return. Of course, products damaged in the package also create frustration. So, finding a middle ground here seems to be an area of improvement.

Clearly, all these are “first world” problems. But in a world where customer service continues to decline, manufacturers can engender customer loyalty and longevity by assessing – then addressing – these issues.  I’ll bet that everyone reading this column will recognize and recollect their tussles and frustrations with product packaging. And, cumulatively, the frustrations mount up.

In the interest of maintaining competitive edge, positive reputation, and a healthy bottom line, manufacturers are well advised to make legitimate changes to their packaging protocols. It is possible to balance protection and safety while providing a level of customer service that serves everyone better.

This is particularly true for people whose disabilities – either because of aging, disease, or other causes – prevent them from opening or using these products. When it’s a discretionary purchase, it may not be such a big deal. If nothing else, there likely will be family, friends, or other caregivers around to help.

But what if it’s a health supplement needed to be opened and used daily? Some folks, frustrated by the process, will stop taking the supplement. Dealing with packaging “potholes” can provide a win-win for consumers and manufacturers. It’s time to tackle the issue with both hands.


Mark Lusky (www.markluskycommunications.com/mark-lusky-bio) is the president of Lusky Enterprises, Inc. (www.markluskycommunications.com), a 41-year-established marketing communications company dedicated to clients that live and breathe trust, likeability, and respect (thereby eschewing the “lie, cheat, steal” culture so prevalent today). Contact him at: 303-621-6136; [email protected].