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Wrap rage, also known as packaging rage, is the common name for elevated levels of anger and frustration resulting from the inability to open packaging. It has been reported that attempts to open packaging are actually the cause of approximately 6,000 injuries that required a trip to the hospital in the U.S. each year. Injuries are mostly due to cuts from cutting tools or hand/wrist injuries from using excessive force to open a package. Consumer frustration with packaging can also occur from over-packaging, under-packaging, and improper packaging.
When a customer buys a product that comes in easy-to-open packaging, they have a greater experience of the brand than if the product came in difficult-to-open packaging. Although clamshell and blister packaging helps deter shoplifting from retailers, many find it frustrating to open, especially if they do not have tools at hand to successfully open the product.
Wrap rage can also stem from improper packaging such as excessive box size to ship a product, multiple layers of packaging, usability issues such as a resealable package not resealing, and misrepresentation of the product. All of this can result in a loss of loyal customers, which could have been prevented by rethinking the packaging design.
Signs of customers experiencing wrap rage happened when packaging materials have a high cost, shipping is expensive, the cost of repackaging returns is high, and increased amounts of waste. Unless you are receiving a high amount of customer complaints, you may not realize that your customers are experiencing wrap rage.
Additionally, there is a cost savings opportunity in reducing various aspects of your packaging. Damage rate is another aspect of packaging to be aware of when thinking about wrap rage. If your damage rate seems high, your packaging material and design may not be the right fit for your product. If your damage rate is extremely low, you may be overpackaging and creating unnecessary waste and costs.
Hard to open packaging and over packaging reflects poorly on your brand. An optimized package design can significantly elevate a customer's perception of your company. By working with a packaging engineer to design your packaging to be safer, more sustainable, and more cost-effective, you can avoid the possibility of a customer experiencing wrap rage.
Amazon first introduced frustration-free packaging in 2008 in response to a large number of complaints about the packaging of products. By encouraging manufacturers to rethink their packaging, Amazon saw a 73% reduction in negative feedback related to the packaging on many products.