Recent revisions to the National Packaging Covenant have highlighted an increased importance on fit for purpose design principles with specific reference to Accessibility and Ease of Use. These revisions reflect a demographic shift towards an ageing population, Arthritis becoming a common condition affecting a growing number of Australians of all ages and a continued trend towards convenience packaging as consumers become increasingly time poor.

Consumer satisfaction is heavily reliant on primary packaging- its functionality and usability- packaging must be able to open and close without compromising performance, safety and quality of the product. Commercial longevity of many brands will now rely on the ability of brand owners to reflect these needs within packaging design, as consumers become more empowered and demanding of these considerations.

Focusing on one product within the Beverage, Food, Chemical and Cleaning or Pharmaceutical market students are to design and improve upon a total package that will deliver:

1. A sustainable market advantage (longevity in ranging and sales of the product within the selected retail market) for the product whilst still reinforcing overall brand aesthetics and retaining fitness for purpose. 
2. A package which demonstrates that it has been designed to improve the ability of the consumer to access the package without compromising safety, quality or security.

Designs must include a closure system with either tamper evidence or child resistance where necessary, seeking to reduce excess packaging where possible, contain at least one element of the closure system in plastic, show innovation and contemporary design, acknowledge the revised National Packaging Covenant guidelines and consider the cost of manufacture.

Specific reference to product branding should not be made, although the student must demonstrate that they have invested time into researching both the positioning of the product in the marketplace, the ritual of use of the target consumer and the product’s manufacturing process.