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Posted by hipstomp | 16 Jun 2011
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Comments (13)
There are stand-up comics who do entire routines about trying to get a clamshell package open, and a couple of months ago we Tweeted a link to Quora's "What is the worst piece of design ever done?" query, to which the most popular answer was Anita Schillhorn's response:
Plastic clamshell packaging. Design should help solve problems. This packaging attempts to solve the problem of theft, but creates new problems that are far worse, principally irritating your own customers. It's been the cause of thousands of emergency room visits, and there's even a Wikipedia-approved term to describe the frustration you feel when confronted with an unrelenting piece of plastic between you and your product: Wrap rage.
It's no surprise that Procter & Gamble's Be Green Packaging was a Diamond Winner in the 23rd DuPont Packaging Awards.
In its new design, packaging for Gillette Fusion ProGlide moved away from a clamshell approach and opted instead for a formable pulp tray made of renewable bamboo and bulrush fiber-based material. This new package pushed the boundaries of pulp trays, reducing both cost and material weight. Additionally it is much easier to open, making it popular with consumers. The graphics strongly reinforce the product's brand identity and support great shelf appeal.
P&G's pulp and fiber design hits two marks, one for sustainability, and one that means we'll never again literally shed blood when opening a package of safety razors or similar.
Comments
Awhile ago, though I can't recall where, I read about the best way to open a clamshell package with minimal rage & potential for bloodshed: using a can opener. I can attest that it works like a charm, although if there are important notes on the paper inside the packaging, sometimes you can snip a bit of them off. Usually there's enough margin that it won't be a problem.
That said, I'm all for making the clamshell package obsolete.
...so who designed it (P&G blanket credit doesn't count)?
One of the advantages of clamshell is usually the see-through quality. Does this material offer the same appearance? Seeing a product is important and if the package is easy to open, who will stop from opening it to see the real product inside?
Did we have a 1HDC on this before?
And is that Marcia Brady? I think I saw that episode.
A massive improvement in clamshell packaging would come from simply leaving the corners clear of the seaming and edge shaping. That would make it a lot simpler to get scissors started, avoiding the initial high force and high risk cut.
Not as nice an idea as getting rid of the damn things entirely but I think a useful and essentially no cost improvement. Should you get rich from implementing it I'd appreciate a small kickback...
We arrived at exactly the same conclusions about plastic blisters an wrap rage when we designed the innovative Lucibel low energy CFL lightbulb packaging in 2010. This won a Gold Award in the Pentawards 2010. Pack visible at Lucibel, Pentawards and www.paulvickersdesign.blogspot.com.
Created with Nouvel Oeuvre Paris.
I have always half-way seen the clamshell as a security measure. Trying to open one in a store would be incredible conspicuous...
Could packaging like this be like Netflix mailers? Open package - remove product - close package - drop empty package in mailbox.
this package is designed by Burgopak
Beware of accolades to a company and industry that has reaped untold rewards while filling our lands with non-recyclable, often unnecessary, oil-based product. Sure it seems an improvement, but consider a tax on such polluting consumables.
I agree with Concerned; these people are unscrupulous. However, this is an improvement on previous packaging. And besides, that package looks like a really handy organizer for small screws, nails, washers -- the reusability factor should also be considered.
??
How could this win a top award?! Seriously, this same type of packaging has already been used in other sectors for years!! (uhhh food packaging for instance)
Sure, for a company like PG to use better materials and actually get away from the clamshell is a great thing but award worthy..questionable.
Regardless of the packing, does one notice the razor within? One of the most shoplifted products on the planet. The razor is completely disposable and un-recyclable (not to mention over stylized).
What happened to the time spent enjoying the process of shaving with a safety razor or straightedge? Cheaper, greener, slow design.