When easy-open isn't easy to open

When browsing my social media, amongst the lunch selfies and beach leg shots, occasionally I’ll see a lid which has been peeled off all in one go. When a film lid is removed easily and without tearing, it is greeted with comments of ‘the gods must be smiling on you’ and ‘quick, play the lottery’. The appreciation of a conveniently easy-open pack shouldn’t be underestimated, as with a little research it becomes clear that your consumers are quick to realise their priorities and compare the available options. Today, we'll take a look at tabs.

Equally the power of a well-placed complaint can be detrimental to a brand if not responded to publicly. A hard to access pull tab or one that detaches from the pack before lifting the lid, thwarts the entire concept of a pull tab.

credit @Matt_Silverman via Twitter

If you’re spending money on a pull tab, whether the materials, process, or tooling, it makes sense to ensure that it does its job successfully, or you could use the money you’re wasting in a small fire to keep warm. What then, are the properties of a good peel tab, ring-pull, or other device? Primarily, it must be obviously identifiable as the location where the lid should be held to begin the easy-open experience. It should be of minimum effort to grasp by your target demographic, and should certainly not come away from the lid before the lid comes away from the pack, as happened below.

Tomorrow we'll consider the next point in the easy-open experience, the peel strength.