As sustainability regulations re-shape packaging, why real-world usability must remain central to design decisions
Retail packaging is undergoing significant change. With new regulations, sustainability targets and cost pressures shaping decision-making, businesses are being forced to rethink how packaging is designed, specified and used.
In an article for Retail Rewired, Duo’s Brand Director Zoe Brimelow explores a critical question: as packaging evolves to meet circularity goals, is there a risk that useability for the end customer is being overlooked?
We summarise the key themes and what they mean in practice for retailers and brands.
Regulation is driving rapid change in packaging design
The regulatory landscape for packaging is expanding quickly, bringing new levels of accountability and complexity.
In the UK, the introduction of Extended Producer Responsibility (EPR) has fundamentally changed how packaging waste is funded, placing a greater financial responsibility on businesses. This follows the Plastic Packaging Tax, which applies to materials that do not meet minimum recycled content thresholds, currently 30% recycled content.
Alongside this, the EU’s Packaging and Packaging Waste Regulations (PPWR) is introducing further requirements for recyclability, reduction and circularity, with implications for any business supplying into European markets.
Although these regulations differ in detail, they share common objectives:
- Reducing resource use
- Increasing recyclability
- Supporting circular systems
As a result, packaging design is changing quickly, this this shift raises an important challenge around usability.
Sustainability trends are changing how packaging is designed
Across the industry, several clear trends are emerging:
- Lightweighting to reduce material usage
- Rightsizing to minimise packaging volumes
- Increased focus on recyclability and reuse
Lighter formats can help reduce emissions across supply chains, while using less material can support compliance and help manage rising costs.
Stronger, reusable mailing bags are becoming more common, particularly to support returns. While these changes offer clear advantages, they do not always translate into a better use experience.
There is a risk of losing focus on the end user
Designing for sustainability and circularity can create unintended challenges.
Thinner, downgauged materials may become less reliable if not carefully specified, increasing the risk of tearing, punctures or damage during transit. In eCommerce context this can result in orders arriving damaged, leading to customer dissatisfaction and additional environmental impact through redelivery or replacements.
At the same time, stronger but thinner materials can make packaging harder to open. For some users, particularly those with limited dexterity, this can become a barrier.
If packaging cannot be opened easily, it is also more likely to be damaged in the process, making it less suitable for reuse, particularly for returns. Research has also highlighted that ease of opening is a key driver of convenience and overall brand perception.
Small design features still matter
Rightsizing and material reduction can sometimes result in the removal of features that support usability. For example, elements like carry handles on mailing bags may be designed out to reduce material usage or improve efficiency. While this may seem minor, it has a practical impact.
As more shoppers use collection points and drop-off locations, features that support carrying and handling can improve convenience and overall experience. These details play a role in how packaging performs in everyday use, not just in transit.
A balanced approach is needed
The challenge is not choosing between sustainability and usability but ensuring both are considered together. Design improvement can support both objectives. Features such as serrations and twin glue strips can make packaging easier to open while also enabling reuse.
It is also possible to right size packaging while retaining usability. Solutions like DuoOptipac mailing bags for example, incorporate a carry handle that lies flat against the bag, maintaining capacity while reducing overall volume. With nearly 850 million bags sold in six years, demand for this type of user-focused design continues to grow.
Useability is not yet formally measured
While sustainability and compliance requirements are becoming more defined, useability remains less clearly addressed. There are currently no standard industry guidelines for assessing how packaging changes affect ease of use or accessibility.
This creates a gap, as packaging decisions are increasingly driven by material efficiency and regulatory requirements. Addressing this will require further collaboration across the industry to ensure useability remains part of the conversation as packaging continues to evolve.
Keeping packaging grounded in real-world use
As retailers and brands respond to regulatory and sustainability pressures, packaging design will continue to change. However, it must still work in practice, protecting products, supporting reuse and remaining easy for customers to handle. Designing for circularity is essential, but it should not come at the expense of real-world useability.
If you’re reviewing your packaging in response to sustainability and regulatory change, it’s important not to lose sights of how it performs in the real world.
Speak to Duo about creating packaging that delivers on circularity, compliance and useability.
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