Not Opened is not Sold

The fact is that after the consumer has bought your Brand, the first interface that he/she has is the opening of the packaging and dispensing the product. This opening is a very key experience and plays a significant role in the Brand appeal. If opening of a pack is a struggle or complicated , there is a huge possibility for the consumers to not to pick it up next time. Thus if the consumer has not had a clean and easy experience , it ultimately means the product not used well, which in effect means the Brand not sold.
In our strive to be different , we may look at several innovative ways on opening and closing a packaging, we need to make a very hard nosed assessment before we freeze the idea for our Brand. Off course we need to strike a balance between the product protection/ shelf life and the ease for the consumer. That judgement the specialists have to make from time to time, however we have to guard against over jealous product developers and the testing labs. Very often the standards set for the product protection is so high , though not actually required and this leads to Packaging becoming cumbersome and over protective.
There are several Brands, where the Opening instructions are very clearly given and if the consumers follow it , they are unlikely to experience any difficulties. We need to make sure that such instructions are not left hidden on some insignificant panel almost like a statutory clause, but is up fronted and virtually instigates the consumers to read that first.
Very often there are small issues on the packers which are left un-ironed and on the other hand there could be slippages on the in- coming quality control from the suppliers. We need to sort these out before a final go ahead is given for a market entry.
Research with the consumers , could be a great way of fine tuning and ensuring that one does not go wrong. However this will have to be on audio visual or actually watching them live using the product and not based upon a report.
If one had to really define what is opening, it would include the first experience, re- opening and closing till the product is used and also protect the product while in use.
Remember, what does not get opened is actually not sold !