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Over-50s should drive designersstevenkiernan, 17 May 2007Be the first to comment on this article The over-50s should be the commercial drivers of packaging design, according to an academic. Rama Gheerawo, research fellow at the Helen Hamlyn Research Centre, Royal College of Art, pointed out that this age group commanded 60% of the UK’s liquid assets. Speaking at a Total Innovation seminar, he said the aspirations and desires of older people did not change even though their bodies did. As such, they required packs that were easy to open and understand, but were still attractive. He showed videos of how older people used packs and told the audience that they should consider their sensory, motion and cognitive states when designing packs. “In terms of design, consumers form their tastes in their teens and early 20s,” he said, highlighting that today’s 50 to 65-year-olds were the first generation to be labelled teenagers. This meant they should not be perceived as old fashioned, he said: “They will re-define pensioner.” Speak Your Mind |
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