Shopping Tips Online

Do you suffer from “Wrap Rage?” I know I do. I have the experience on a regular basis. In fact, recently I purchased a four-pack of compact fluorescent lightbulbs that were in what’s called a “blister pack,” and shattered one of the bulbs trying to open it. When it comes to blister packs or “clamshell” packages, I frequently resort to a very sharp kitchen knife when wrestling and cussing don’t work. Thankfully, I haven’t suffered anything more serious than a broken nail and a headache from all the screaming.

A USA Today article reports that serious injuries can result from frustrated consumers resorting to unsafe means to open a clamshell package.

“We’re just one center and we see 10 patients a year who get cuts, half of which need surgery, and you have to remember we don’t know how many don’t go to get treated,” says Randall Culp, a surgeon with the Philadelphia Hand Center at Thomas Jefferson University Hospital. The injuries he has treated include severed fingers and cut tendons, he says. “I think it’s a real health issue.”

I understand that manufacturers face a different environment now than ever before. They need packaging that is easily merchandised by the retailer, that presents the product in an attractive way, and at the same time is sized and shaped to prevent theft. But you have to wonder if they realize that the consumer will want to get the darn thing open without bodily injury or long-term mental health problems.

Consumer Reports reviewed several kinds of packaging, and then presented the “best” – that is, the hardest-to-open – with their “2006 Oyster Awards.” The clamshell took first place. The sample package took nine minutes and 22 seconds and a sharp implement to open. The report states that a box cutter was used, and even then it was tricky because the blade kept slipping. There’s 10 minutes of your life you’ll never get back.

Incidentally, second prize went to toy packages, like what a Barbie comes in. It took over 15 minutes to free Americal Idol Barbie from her little prison. Try NOT cussing when you have a 6 year old girl screaming for her dolly while you are futzing with the wire ties. Sheesh.

The Consumer Reports article did have one example of a better clamshell package. “The Schick Intuition All-In-One ladies’ razor. Press the top of the box to start releasing perforations around the perimeter of its plastic clamshell, then pull the package apart.”

Okay, so if one manufacturer is getting it right, then why not more? In a little research I found that there are companies who realize the huge marketing drawback of rage-inducing packaging.

Brand Packaging, a packaging industry publication, encourages manufacturers to realize that a lousy experience opening the package does reflect on the product and can affect marketing success. In fact, several manufacturers have developed initiatives designed to improve the consumer’s experience in package opening – from food and beverage containers to the beloved clamshell.

Manufacturers need to ask themselves some questions about their current packaging. Do I need to be married to Superman or the Hulk to open the package? Will it take the jaws of life or a stick of dynamite to free the item? Does opening the package present a risk for damaging the product? If the answer to these questions is YES, then they need to consider revamping the classic clamshell.

Unfortunately, I didn’t run across any helpful advice from the industry on how to safely open the packages that will require a box cutter or similar tool to open. So, here are my own suggestions:

1. Take your time. If you have a kid bouncing up and down in front of you, you may rush and hurt yourself. Go in a quiet room and take it slow.
2. Use a sharp knife. I know this sounds counterintuitive, but it’s not. A sharp knife will not slip as much as a dull one.
3. Grownups only, please. If it takes a sharp tool to open, it should be opened by an adult. It would not be very merry to end up in the emergency room on Christmas day.

This year, millions of people will be opening clamshell packages on Christmas day. Be aware of this holiday hazard and please take care. Merry Christmas!

Wrap Rage, Clamshell Package, How to Open a Clamshell Package