With so many new shapes and unknown opening systems available, consumers have the tendency to apply few manipulation schemes and these are the ones which they happen to use the most. The result is that they don’t always succeed. To open a package is like playing Sudoku. First you should read and understand the instructions, but is this really necessary? Design can sometimes create ties and lead eyes and hands towards the correct sequence of movement and therefore enable the opening of a package without effort. So, how is it possible to realize systems which are easy for everyone to use, for tired hands and for the weakened eyes of the elderly, for the handicapped and the blind? We are not talking about projecting for niches of consumers, and it is not the question of increasing production costs. The sustainable innovation has a come back in terms of imagination and of customer service. It is necessary to communicate this in an effective way and most importantly bring out the brand identity point of view. A couple of architects, a fastener producer, a packaging engineer and … an ethologist consult together on possible paths of research. The journey begins in Italy from a multi-ethnic panel test on toiletry products, continues in France with the Auchan private label, and takes a glance at the flip top of Garnier Fructis shampoo which is distributed all over the world and then lands in Brazil, in the hands and feet of a group of monkeys who are very busy trying to open a delicious coconut. Dowload the complete article How does it open ENGCome si apre?