Universal Design and Packaging

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Universal Design and Packaging

• For presentation to PKG 485
• Laura Bix

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Agenda

• Universal Design
• What?
• Where?
• Why?
• Who?
• What are the results?
• Applications to packaging

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What is Universal Design?

• The design of products and environments to be
  usable by ALL people, to the greatest extent
  possible without the need for adaptation or
  specialized design
• Ron Mace

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Universal Design is also

• Design for all
• Inclusive Design
• Kyoyo hin

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Why?

• 20 of the US population will be 65 or older by
  2030 Federal Interagency Forum on Aging)
• 5 of the US population will be over 85 by 2050
  (Federal Interagency Forum on Aging)
• Over 130 million people over 50 in the European
  Union (Design Council)
• 1 in Every 2 European adults will be over the age
  of 50 by 2020 (Design Council)

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The Aging of the Developed World
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Why?

• 1994- 53.9 million people in the US (20.6) had
  some level of disability
• 1994- 26.0 million (9.9) had a severe disability
• US Census, 2000 49.7 million people in the US
  have a long-term condition or disability
• 19.3 of the 257.2 million people who were aged
  5 and older in the civilian non-institutionalized
  population
• 8.6 million people have difficulty with one or
  more activities of daily living
• 4.1 million need personal assistance

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Result of the trends

• An aging population
• More disabled than many realize
• Limitations imposed by products and environments
  designed and built without regard to the needs
  and rights of this population

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History

• Disabilities rights movement of the 70s, 80s and
  90s
• Laws prohibited discrimination against people
  with disabilities
• Provided equal access to
• Education
• Places of public accommodation
• Telecommunications
• Transportation
• Physical barriers in the environment were
  recognized as a significant hindrance to people
  with mobility impairments

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History- Legislation

• 1961- ANSI- A 117.1
• First Accessibility Standard
• Making building accessible to use by the
  physically handicapped
• Standard was not enforceable until adopted by
  state or local legislative entity
• Architectural Barriers Act of 1968
• All buildings designed, constructed, altered or
  leased with Federal funds be accessible
• Section 504 of the Rehabilitation Act of 1973
• 1st Civil Rights Act for people with disabilities
• Illegal to discriminate on basis of disability
• Federal Agencies, public universities, federal
  contractors and others receiving Federal funds

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History-Legislation, Continued

• The Education for Handicapped Children Act of
  1975
• (Individuals with Disabilities Education Act,
  IDEA)
• Guaranteed a free, appropriate education for
  children with disabilities
• Fair Housing Amendments Act of 1988
• Required accessible units be created in all new
  multi-family housing with four or more units,
  both public and private
• Guidelines were issued by the US Dept of Housing
  and Urban Development (1991)

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History- Legislation, Continued

• 1990-The Americans with Disabilities Act (ADA)
• Heightened public awareness of the rights of
  disabled citizens
• Prohibits discrimination in
• Employment
• Access to places of public accommodation
• Services
• Programs
• Public transportation
• Telecommunications
• Physical barriers that impede access must be
  removed wherever they exist

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History- Legislation, Continued

• The Telecommunications Act of 1996
• Mandates telecommunications services and
  equipment and customer premises equipment be
  designed, developed and fabricated to be
  accessible to and usable by individuals with
  disabilities if readily achievable
• Applies to
• All telecommunications devices and services
• Telephones
• Television programming
• Computers

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Federal legislation began as requirements for
minimum accessibility to small percentages of
facilities and features It has progressed to
providing full access to public and private
programs and facilities and has begun to affect
devices and services in the home.
NC State Center for Universal Design
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As the architect attempted to implement the
standards

• It became apparent
• Many of the environmental changes needed to
  accommodate people with disabilities benefited
  everyone
• Features could be commonly provided
• Making them less expensive
• Not requiring labeling
• Attractive
• Even marketable
• This laid the groundwork for the Universal Design
  Movement

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The Seven Principles of Universal Design

• Equitable Use
• Flexibility in Use
• Simple and Intuitive Use
• Perceptible Information
• Tolerance for Error
• Low Physical Effort
• Size and Space for Approach and Use

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Equitable Use (1)

• Provide the same means to every user
• Identical where possible, equal where not
• Avoid segregating or stigmatizing
• Make provisions for privacy, security and safety
  equally available to all users
• Make the design appealing to all users

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Flexibility in Use (2)

• Provide choice in methods of use
• Accommodate
• Right or left handed access and use
• Facilitate the users accuracy and precision
• Provide adaptability to the users pace

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Simple and Intuitive Use (3)

• Eliminate unnecessary complexity
• Be consistent with expectations and intuition
• Accommodate language and literacy skills
• Arrange information consistent with its level of
  importance
• Provide effective prompting and feedback during
  and after task completion

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Perceptible Information (4)

• Use different modes (tactile, verbal, pictorial,
  textual)
• Maximize legibility of essential information
• Differentiate elements in ways that can be
  described
• Provide compatibility with a variety of
  techniques or devices used by people with sensory
  limitations

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The eye trackers

• Applied Science Laboratories 504

• Applied Science Laboratories 501

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The output 501
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Work that we are currently doing, continued

• Zones are identified
• Lack of CR closure warning, tamper evident
  warning, product strength, brand name and drug
  facts box

Zone 3
Zone 5
Zone 4
Zone 2
Zone 1
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The Output
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To measure legibility The Lockhart Legibility
Instrument
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Tolerance for Error (5)

• Arrange elements to minimize hazards and errors
• Provide warnings of hazards and errors
• Provide fail safe features
• Discourage unconscious action in tasks that
  require vigilance

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Low Physical Effort (6)

• Allow user to maintain a neutral body position
• Use reasonable operating forces
• Minimize repetitive motion
• Minimize sustained physical effort

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Size and Space for Use and Approach (7)

• Provide clear line of sight to important elements
  for any seated or standing user
• Make reach to all components comfortable for any
  seated or standing user
• Accommodate variations in hand and grip size
• Provide adequate space for the use of assistive
  devices or personal assistance

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Should the packaging industry look into these
concepts?
http//www.cbsnews.com/stories/2002/11/08/60minute
s/rooney/main528659.shtml
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Should the packaging industry look into these
concepts?
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Where are at least some of the concepts of
Universal Design being applied to Packaging?

• PG- Universal Design team aimed at Laundry
  Detergent products
• 2 Billion times per day people use PG products
• We must win at the Second Moment of Truth
  Paul France, PG

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Paul France, PG

• It goes back to our corporate dream Touching
  Lives, Improving Life, says France. If were
  trying to realize our corporate dream, then we
  must strive to design all of our products
  according to universal design principles and make
  them inclusive for people of all ages and
  abilities.
• Every one of us,
• Making every day a little better,
• Whose life will you touch today? and
• How will you improve life?

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Applying some of the principles
200 Oz
300 Oz
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Case Study- Duracell Battery RedesignConducted
by a research team comprised of Duracell Project
Management and Product Ventures
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Problem

• Battery package for hearing aids
• Difficult to put battery into package
• The team that had done the design, and was doing
  redesign were able bodied people with
  full-dexterity

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Findings

• Research had shown that the consumers werent
  wearing their hearing aids out of fear of that
  the devices would not be charged when they needed
  them. They were saving the charged hearing aids
  for special occasions and not wearing them
  everyday, as instructed. The typical life of a
  hearing aid battery is about a week of everyday
  use. The difficulty in loading of the battery
  into the device had become such a daunting task
  that the user had elected to wait for sons,
  daughters, friends, or their audiologist to
  change the battery for them. Peter Clarke,
  Product Ventures

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Findings

• It impacted more than behavior
• It impacted their perceptions of themselves

These consumers felt guilty for their physical
limitations, limitations that are a natural cause
of aging. They made comments like
I guess my eyesight isnt as good as it should be
I feel like an ass!
To not solve this need would be a great dishonor
to our senior members of society Peter Clarke
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What was done?

• Gloves
• Coke bottle glasses
• Simulate the usage of a 55 user
• Empathize with their situation

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Result

• Duracell Easy Tab
• The solution empowered the end user, for the
  first time, to change their hearing batteries, by
  themselves, without struggling

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Result

• Competition followed
• We are most proud of our role in this project due
  to the impact that our packaging innovation had
  on the lives of the consumer that uses it. By
  enabling the end-user Duracell was able to sell
  more batteries but, more importantly, the
  end-user could depend on having charged hearing
  aids all the time.

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What are we going to do?
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Javier de la Fuente- Katie Wittig and Kelli
Youngs UD and CR Closures

• The elderly and disabled are large consumers of
  pharmaceutical products
• People over 65 and older are more likely to
  require multiple medications, both prescription
  and OTC. Woolley, 1999
• Medical spending of people with disabilities is
  four times as great as for people without
  disabilities
• The average per capita consumption of a citizen
  with a disability was 366/year for prescription
  drugs, as compared with 109/year for a citizen
  without a disability (US Department of Education
  and NIDRR)
• Despite this fact, people with overt or obvious
  disabilities are excluded from the CPSCs protocol
  for child resistance

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Our Partners

• Capital Area Physical Therapy Associates (CAPTA)
• Sharalee Boda, CHT, OTR
• Kathy Gorton, CHT, OTR
• Huntsman (East Lansing, MI)
• Rapid Prototyping Company (Auburn Hills, MI)
• Still looking for an expert, or experts in child
  development

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Proposed Protocol
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Questions?Comments?