Wrap rage

Ever bought a pair of scissors? You probably needed another pair to get them out of the packet. Customers are fighting the “unpack” consumer experience through a campaign led by Amazon, which is championing the cause of clumsy adults struggling to divest their purchases of theft-proof, slickly designed wrapping. Philips responded to negative feedback on Amazon by repackaging its electric toothbrush so that it was a more efficient process for the manufacturer, and much easier for users to open, in keeping with its brand message of being simple. But with other brands reluctant to change, “wrap rage” may be sticking around over the next century.

Source: New York Times

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