Companies Looking at 'Frustration-Free Packaging'

(CANVAS STAFF REPORTS) - Nearly everyone has experienced the frustration that comes from trying to wrestle a new item ’ be it a toy, an electronic device or an appliance ’ from its packaging.

And while some might have complained to companies about the packaging, those complaints most likely fell on deaf ears.

Matt Petersen, vice president of design for Mattel Inc., recently felt the full impact of that frustration at a party for a 2 year old.

"I was at my godson's birthday party," Petersen told Packaging Digest . "’ All these moms and all these toys are around and I said, 'I just took over a packaging job here at Mattel.' I got berated by these mothers. They were livid about their experiences opening these toys: 'Too much packaging,' 'all the twist ties,' 'a terrible experience' was what they told me. They asked, 'What's wrong with you (Mattel)?' "

Those moms, and packaging-frustrated people everywhere, now have a reason to celebrate. Mattel recently partnered with Amazon.com to introduce "Frustration-Free Packaging" for direct-to-consumer delivery, according to Packaging Digest .

According to Amazon.com packages certified "Frustration-Free" have three main traits:

* Easy-to-open;
* Include recyclable packaging;
* Ship in its own package without an additional shipping box .

Doug Harrington, vice president for consumables at Amazon, says that the typical online purchase means "a ton of packaging and a ton of work ahead of you."

That's waste and work that Amazon would like to eliminate. The change, instituted in November 2009, has been slow to take hold, but is gaining traction.

Nothing speaks louder than customer satisfaction and, with the help of customer feedback, Amazon is making the case for more Frustration-Free Packaging.

Compared to traditional versions of its products, frustration-free products have resulted in a 73 percent drop in negative feedback at Amazon, reported The New York Times .

Some other companies are paying attention to the customer satisfaction. Electronics company Phillips made a packaging change on one of its products after viewing the feedback at Amazon, according to The Times .