Every day delivery men show up at my door bearing loads of new things. Some of it is stuff I’ve purchased online, but most of the boxes contain tech products that companies have sent me to review. Because I send all this stuff back when I’m done assessing it—and because I like to have the option to return stuff I’ve purchased—I open all my boxes in a very persnickety way. I crack into consumer packaging like a surgeon handling a body on the table.
I never, ever want to rip or cut open a package in a way that leaves it impossible to put back together again. Instead I try to make as few cuts as possible, always following the package’s subtle cues to find a way to gently coax the contents out of the box. When I stop to think about it, the amount of care and energy I expend on opening consumer merchandise is probably some kind of sad commentary on our society. Luckily, with all these boxes to open, I don’t have much time to stop to think about it.
I’m telling you all this as a way of bolstering my credentials to make a claim you’ll likely find hard to swallow. Considering how many packages I open, I’ve become a kind of expert on how consumer goods are wrapped. And over the past year, I’ve noticed something amazing: Packaging is getting better. More and more of our products are packed in containers that are well-designed; environmentally friendly; and, best of all, don’t require a rage-inducing, teeth-grinding Herculean struggle to open. (See this Larry David video for an example.)
A few years ago, you’d spend many long, frustrating minutes on Christmas morning trying to get stuff out of boxes. This year I bet you spent less time puzzling over packages. I also bet you hardly noticed that many of your packaging woes had been solved—if you became red-faced, it was from trying to crack into the one or two remaining impenetrable plastic clamshells under your tree.
That’s the package designer’s lament: The only time most of us notice packaging is when it’s terrible. When you find something difficult to open—especially something urgent, like your kid’s toy—it’s hard not to feel like the world is against you. Then you go to Twitter and write something like: “Designers of kid’s toy packaging are literally the worst people in our society. How can we fix this? Ideas? Send them back to Nazi Germany?” Or: “Seriously, there should be a special place in hell for the person who designed toy packaging.” Or: “This is a great gift. I wish I could get it open somehow!”
Read more: Packaging Is Less Infuriating