Innovative Design: The Impact of Ease of Use in Product and Packaging Design

Ease of Use® certification recognizes products and packaging meeting specific accessibility standards. Image courtesy of Target Corporation.

By Deborah Gokie, VP, Consumer Health and Ease of Use, Arthritis Foundation

Each design decision we make has the potential to include or exclude possible customers. Research shows that 86% of arthritis consumers and 76% of general consumers consider user-friendly packaging essential when purchasing products.

Globally, 1.5 billion people live with chronic pain, which represents 20% of the overall population. Arthritis is the #1 cause of disability affecting 60 million people in the U.S, 83 million Europeans and 212 million people in Asia. With a projected 40% growth in the arthritis population by 2030, this demographic represents an increasingly significant portion of the global market.¹

The spending power of people living with arthritis and chronic pain is substantial, with figures reaching $13.1 trillion globally. In the U.S. alone, this group holds $8.3 trillion in spending power, a number that is expected to increase by 50% in 2030.² This growing population is too large for businesses to ignore and designing more accessible products and packaging is key to addressing their needs.

Pilot’s Dr. grip pen carries the Arthritis Foundation Ease of Use® Seal due to its arthritis-friendly design and features. Image courtesy of Pilot Corporation of America

Ease of Use Certification

The Arthritis Foundation is working to improve the lives of people with arthritis by supporting research for scientific advancement, offering valuable educational resources and advocating for better treatments and greater access to care. One of the Foundation’s key initiatives is the Ease of Use® Certification, which recognizes products and packaging that meet specific accessibility standards. The certification process includes rigorous testing by overseen by a human factor engineer with both lab and patient evaluations to ensure that products and packaging are easier to use for those with arthritis, chronic pain, and even the general population. Products that pass the testing can license and market the Ease of Use Seal, signifying their commitment to consumer-friendly design.

The Arthritis Foundation works with manufacturers to provide feedback during the design phase, ensuring that products and packaging are accessible from the start. However, when products are already in-market, redesigning packaging to meet these standards can be prohibitively costly.

Accessible Design

Tilt Beauty is the first beauty brand to earn Arthritis Foundation Ease of Use® certification. Image courtesy of Tilt Beauty

To help bridge the gap in accessible design, the Arthritis Foundation has partnered with Target to create  a series of Ease of Use Design Guides. These downloadable resources, designed for engineers and industrial designers, provide valuable insights into making products easier to use. The guides address key design considerations, including weight, linear and rotational force, grip spans and the importance of avoiding sharp edges or requiring additional tools for use.

Currently, five Ease of Use Design Guides have been published, covering rigid packaging through components and bottles and bases, along with boxes and bags, films and pouches and sealed trays and cards. These guides are fully funded by Target and backed by the standards and expertise of the Arthritis Foundation. Additional guides in development are focused on child resistant closures planned for release in early 2025.

Market research from a study by Stable Kernel (November 2024) highlights the importance of accessible design. The study found that 90% of arthritis patients and 68% of general consumers struggle with opening packaging, often resulting in injuries such as cuts, bruises or chipped teeth. Additionally, 54% of arthritis patients reported that they would not repurchase products or packaging that were difficult to open, emphasizing the emotional frustration that often accompanies these challenges. In contrast, 67% of arthritis patients and 54% of general consumers would consider switching brands if the product or packaging were easier to use. Both groups recognize the Arthritis Foundation’s Ease of Use Seal as a trusted source, which influences their purchasing decisions.

McKinsey & Co. did a study in 2023 to understand what was most important to consumers post COVID when it comes to product packaging and ease of use came in third behind hygiene and safety and shelf life.³

Retailers and brands have an opportunity to build a loyal customer base by prioritizing ease of use in their product and packaging designs. Designing with accessibility in mind not only serves the needs of people living with arthritis and chronic pain but also creates a broader, more loyal customer base. The design decisions made today can include or exclude possible customers—brands must place consumer needs at the forefront.

I encourage you to start conversations within your organization about how accessible innovation can be incorporated into your business practices. Accessible design is no longer just a consideration; it is an essential element in meeting the needs of today’s diverse consumer base.

About the Author

Deb Gokie, a recognized leader in the non-profit industry, and Vice President Consumer Health, Ease of Use at  Arthritis Foundation. Learn more about Ease of Use certification and download design guidelines: https://www.arthritis.org/partnership/ease-of-use-certification

References

1. https://www.ethimedix.com/wp-content/uploads/2016/02/Unrelieved-Pain-is-a-Major-Global-Health-Care-Problem.pdf
2. The Growing Spending Power of Seniors: https://www.brookings.edu/articles/the-silver-economy-is-coming-of-age-a-look-at-the-growing-spending-power-of-seniors/
3. McKinsey Packaging Survey, March 2023: https://www.mckinsey.com/industries/packaging-and-paper/our-insights/sustainability-in-packaging-2023-inside-the-minds-of-global-consumers