All eyes MSU\'s Research Team in Packaging, thanks to Dr. Laura Bix

1. 10/1/2010
New Frontiers in
Testing Package Accessibility
Laura Bix
Michigan State University
Acknowledgements
• Bret Carlson and IoPP
• Javier de la Fuente
• Ondrea Kassarjian
• Raghav Prashant Sundar
•Priyanka Rangnekar
• Julia Breisinger
•Cory Wilson
• Monica Cai
• Abhishek Gawasane
• Jose Hernandez
• James Klobuchar
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2. 10/1/2010
Agenda
• The Traditional Approach to
packaging design
• Drivers
• Aging Population
• Changing Marketplace
• Sustainability Movement
• Ongoing work at the HUB
• The theory
• Visual Cognition
• Physical Testing
Traditional Approach
to Package Design
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3. 10/1/2010
Environments
Physical Atmospheric Human
Barrier Materials
O2 Absorbers Child Resistant
Cushions Anti Static Agents Closures
Protection Corner Posts Wet Strength Materials Tamper Evident
Anti Slip Agents UV Absorbers Features
UV Blockers
Functions
Sterile Barriers
Bar Codes Warnings
RFID Microbial Indicators Directions for Safe
Communicatio
Shock Indicators O2 Indicators Use
n Symbols TTIs Indicators of Safety
Text and Quality
Senior Friendly
Stretch Wrap Packaging
Strapping Edible Films Handles
Utility Dual Ovenable Anti Slip Grips
Materials Size Limits
Pour spouts
PKG 101- Packaging systems, materials and forms and their
relationship to the needs and wants of society.
PKG 221- Physical and chemical properties of glass and
metal and application to packaging
PKG 315-Application of computers to communicate, analyze and
solve problems in the management, specification, production,
and testing of packaging systems.
PKG 322- Physical and chemical properties, manufacture,
conversion, and use of wood, paper, paperboard, and related
components in packaging. Design, use, and evaluation of
packages.
PKG 323- Physical and chemical properties of plastics and their
relationship to selection, design, manufacture, performance,
and evaluation of packages.
PKG 410-Identification and measurement of hazards in physical
distribution. Methods of protection against climate, shock,
vibration, and compression.
PKG 485-Package development including selection, design and
implementation of package systems for protection,
distribution, merchandising, use and disposal.
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4. 10/1/2010
Aging
Drivers of Change
Trend
•20% of the US
population will be
over the age of 65
by the year 2030
• 20% of the US population will be over the
age of 65 by 2030 (Federal Interagency
5% ofForum on Aging)
the US
•
population the US population will be over the
5% of will be
age of 85 by 2050
over the age of 85
by the year 2050
(Interagency
Forum on Aging
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5. 10/1/2010
Changing
Marketplac
e
• Escalating competition for customers
• Customer expectations are increasing
• Customization
• Diverse range of product choices available
• Changes in advertising
• Remote control
• Fragmentation
• DVR, Satellite radio
• Viral movement
• Packaging takes on a more prominent role in not
only reaching the customer, but in retaining them
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6. 10/1/2010
Expense to be Tool for
dealt with Adding Value
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7. 10/1/2010
• Rise in combination
products
• Innovative delivery
systems
• Compliance
enhancing
packaging
• Customized kits
Iconic Transitions
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8. 10/1/2010
Iconic Transitions
Iconic Transitions
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9. 10/1/2010
Ongoing
work at
the HUB
de la Fuente’s work-
Combines Human
Processor Theory
with Usability Theory
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10. 10/1/2010
1. Exposure
(Active or passive)
II. Notice (Perception)
III. Encode
IV. Comprehend
V. Comply
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11. 10/1/2010
Innovative New Closure Fails
to be opened
• Maybe the consumer failed to
notice the opening mechanism
• Maybe they noticed the
mechanism, but failed to notice
the directions for use
• Maybe they noticed, but failed to
understand
• Maybe they noticed and
understood, but were physically
unable to manipulate
Visual Cognition
• Eye Tracking
• Change Detection
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12. 10/1/2010
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13. 10/1/2010
Sundar
• PWLs in 5 color contrasts
• Population of young adults
• Population of 50+
• Of the test participants
• 22% failed to notice
ANY of the five PWLS
• 40% failed to notice one
or more
• Significant differences in
the attentive behaviors
of the two populations
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14. 10/1/2010
Kosugi’s Work-
Change Detection
• 46 people tested
• 16 women and 30 men
• Exposed to 3 groups of 5 changes
• 2 critical
• 3 dummies
• Total of 6 critical changes per
participant
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15. 10/1/2010
QuickTime™ and a
MPEG-4 Video decompressor
are needed to see this picture.
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16. 10/1/2010
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17. 10/1/2010
Front of Pack
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18. 10/1/2010
QuickTime™ and a
MPEG-4 Video decompressor
are needed to see this picture.
Change Detection
• 8 Pairs of look-alike, sound-alike drug
names
• Each pair in TALLMAN and traditional
format
• 40 lay people, 40 healthcare providers
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19. 10/1/2010
Characterizing the
Physical Interface
• Timed task analysis
• Kinematics (Mechanical
Engineering/Biomechanics
) QuickTime™ and a
MPEG-4 Video decompressor
• Kinetics are needed to see this picture.
QuickTime™ and a
MPEG-4 Video decompressor
are needed to see this picture.
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20. 10/1/2010
Future Work
• Learning Assessment Center (LAC)
• Joint MSU SoP, CHM, Osteopathic
Medicine, Nursing, Vet Medicine,
Biomechanics
• http://lac.msu.edu/tour.htm
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21. 10/1/2010
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