Content area
Full Text
1. Introduction
An integral dimension of a brand, packaging is crucial for integrated marketing communications and building consumer franchise through ease of use. Yet, research has neglected the area of physical interaction with packaging. Notably, both marketers and designers tend to fail to consider older consumers who are especially important in the context of the world's ageing population (Mumel and Prodnik, 2005; Niemelä-Nyrhinen, 2007; Thompson and Thompson, 2009). Indeed, <10 per cent of advertising targets seniors (Carrigan and Szmigin, 2000; Milner and Higgs, 2004; Kessler et al. , 2009; Prieler et al. , 2011; Simcock and Sudbury, 2006), despite their relatively large share of spending (Nielsen, 2012), and there has been no marketing research that addresses packaging and older people and only limited research in the design domain (Carse et al. , 2010; Duizer et al. , 2009; Yoxall et al. , 2010a). This study therefore fills an important gap in knowledge as the first to explore the actual experiences of older consumers.
This study is important and timely for a number of reasons. First, the world's ageing population means that tomorrow's markets will comprise increasing numbers of older people and by better understanding their unique needs, companies can take advantage of a lucrative and expanding market. Second, by using qualitative diary research (QDR) this study overcomes some of the limitations of recall studies previously been used in design research. Third, the study was conducted in a natural setting (homes, cafes, etc.), overcoming the problems of laboratory experiments typically found in engineering and ergonomics. Fourth, a recent (2011) European Technical Specification for packaging ("ease of opening" CEN TS 15945) is set to be adopted as a British Standard in 2014 (British Standards Institute, 2011) and is likely to be used by consumer groups to report poor packaging and lobby manufacturers for improvements. Finally, design and ergonomics research focuses on physical age-related issues.
Age is experienced in different ways (Ong et al. , 2008; Vuori and Holmlund-Rytkönen, 2005) and gerontologists acknowledge that ageing is multidimensional, comprising social and psychological issues as well as physical concerns (Riley, 1985). This study therefore fills a gap left by previous design research that has focused largely on physical interactions. By using QDR, the study considers the physical interface and...