Base Design on Science

Studying human behavior during packaging use and applying scientific methods during such study could reveal areas for design improvements. Traditional approaches to packaging design, however, have often done “a poor job of bringing science to human aspects of packaging,” says Laura Bix, PhD, associate professor of Michigan State University’s School of Packaging. Bix spoke before the Southern California Chapter of the Institute of Packaging Professionals in March.

Bix’s research lab has been dubbed “the Packaging HUB” (it stands for Healthcare, Universal Design, and Biomechanics). Students are testing scientific methods to observe and quantify human behavior. For instance, one student studied the effect color has on attracting eyes to prescription warning labels, such as those strips applied to pharmacy vials that read, “May cause drowsiness.” Using technology that recorded the label areas on which eyes focused, Raghav Sundar, a student in Bix’s lab, found that 22% of those humans studied failed to notice ANY of the warning labels when handed five packages in succession. And 40% failed to notice one or more of such labels.

“Color had no effect,” Bix told the audience. “What we did find is that the younger population used more active behaviors when seeking information.” They rotated the bottle more than their older counterparts, who tended to focus on the pharmacy label.

Another student, Carly DeHenau, applied change detection, a method used in the field of cognitive psychology, to examine the effect that TALLman lettering had on the ability to differentiate look-alike, sound-alike drug names. Although results are still being analyzed, preliminary results suggest that the TALLman had a positive effect and that the placement of the package within the array was extremely important.

Both studies suggest that “text position is a KEY factor in noticeability,” said Bix. By using such methods, “we can quantify real behavior in terms of design and then make informed design decisions,” she added.

Interestingly, one audience member noted his company logo is the biggest element on his labels and appears in the top left, even on small labels. While this may be effective for branding, it may push other information critical for safe product use to less-viewed label areas. “We print a tiny expiration date,” he said. “I have to fight marketing for space.”

Another of Bix’s students, Javier de la Fuente, has created a new model that combines human processor theory with usability theory to provide designers and evaluators with a framework for organizing the factors that can impact package utility and accessibility.

The HUB is partnering with MSU medical schools’ Learning Assessment Center (LAC) and Oliver-Tolas to create a conference to provide medical device companies with immersion and simulation opportunities to gain insights into the challenges faced by healthcare professionals in realistic settings. (For details, visit lac.msu.edu/tour.htm.)

“A pilot of the conference is planned for limited invitees during October 2010, with a full conference to be scheduled during 2011,” Bix says. For details, contact Bix at bixlaura@msu.edu or Jane Severin from Oliver-Tolas at jseverin@oliver-tolas.com.

To address as many users as possible, Bix suggests that designers should “look at the most challenging environment and the most taxing use and solve those issues. Such solutions will make things better for everyone.”

Daphne Allen, Editor
daphne.allen@cancom.com