The Purpose of the Study

This study investigates older consumers’ experiences and interactions with OTC pain medication packaging. A market research survey of 2,000 consumers found that two-thirds of people get frustrated or suffer ‘wrap rage’ or ‘cap fury’ when getting into everyday packaging. Aging consumers could not find, read, or decipher important information on products where medication identification and usage or dosage were critical.

The desired solution will explore the role of age-inclusive design in producing packaging options by researching an existing generic pharmacy brand. In addition to compiling and validating research, this study will present the facts, evaluate older users’ package preferences, and identify their perceptions
and understanding of medication labels.

Abstract

According to the U.S. Census Bureau, by 2050, the 65 and older population will reach 83.7 million. What remains of the Baby Boomer generation will be over the age of 85 (Ortman). This aging population with a longer life expectancy will significantly impact American industries, including over-the-counter (OTC) product packaging.  The United Nations reports that the 60+ age group is the fastest-growing consumer demographic worldwide. Bank of America estimated seniors as a $15 trillion target market in 2023. And yet the issues that make seniors’ daily lives harder or easier — such as product packaging — often are not considered.

The U.S. Food and Drug Administration (FDA) requirements on child safety attempt to make OTC packaging more challenging to open, yet they raise several accessibility issues. Elderly consumers suffering from dexterity or mobility impairments risk injuring themselves by using household utensils to open difficult tamper-resistant packaging (Lorenzini). The printed labels on OTC packaging exist to provide important medication information. However, this information can be hard to find, read quickly, or understand. In interviews with more than 6,255 medication users, 50.8% found it complicated or difficult to read, and 52% did not understand the labels (Pons).

This study will research how manufacturers exclude and confuse senior audiences by focusing on branding and childproofing of OTC products. Through design application to a generic pharmacy brand,
the solution will explore and identify possible new inclusive design solutions for packaging and labeling
to make OTC pain medications easier for aging consumers to access and use appropriately. In recent
interviews with 6,255 pain medication users, 50.8% found labels complicated or difficult to read, and
52% found it difficult to understand the label information at all.

Studies suggest that consumers do not regularly access the comprehensive information in the Drug Facts Label (DFL) when making a medication purchase or use decision, relying on the information on the front of the package.