Nestle has embarked on a new and innovative approach to packaging and printed labels in order to make them more enjoyable for consumers.
The food giant has adopted a strategy established by the University of Cambridge, which seeks to ensure all customers can open and use the products without encountering difficulty.
This process is called Inclusive Design and started with the firm testing five of its most popular products in Australia with special gloves to determine how the disease impacts the ability to use them.
As a result, Nestle redesigned the packaging and printed labels of one of its most popular products globally, Nescafe Gold.
"We wanted to develop a new Nescafe Gold jar, so gaining consumer insight was the first step," explained Philippe Domansky, who led the jar redesign at Nestle's Product and Technology Centre in Switzerland.
"Clearly consumers loved the shape of our existing jar; so it was a key brand asset we needed to keep."
Cadbury's has also recently redesigned some of its products to make them stand out more on the shelf.
Denny Bros Ltd, 24 January 2012
