Our Founder and a Professor of Packaging Science at Clemson University, Dr. Andrew Hurley, recently wrote for Packaging World in a article titled, "Embrace Conflict: Befriend your Competition"—writing about how you can leverage your competitors packaging decisions to your own benefit and his decade of experience running eye-tracking studies on shoppers to study the impact of various packages.
Dr. Hurley wrote:
"I've been doing eye-tracking and shopper behavior experiments in my lab for a decade, studying human emotion and decision making. The most common questions I'm asked focus on my client's competition. I'm tasked with reporting on how the competition of one brand affects another brand, or if a competitor makes a change, how it will impact my client's sales. It's the reason I got into this area to begin with—to help brands make better decisions, hedge their bets in retail, and guide them on a path to disrupt the marketplace."
"In the world of attention and human behavior, it's context that controls our actions. Place some gondola shelving on a busy street corner, and you'll absolutely see behavior when compared to your local market."
"But, the same is true when you are considering your next purchase; the competitive array within any category determines the limits of our decision, it frames our reality, and we make a choice from within it."
Read the full article here.
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Here at the Packaging School, we have a collection of online packaging design courses designed by packaging professionals for packaging professionals!
Our suite of packaging design courses include:
We also have a collection of packaging design videos on our YouTube channel, including our most popular video to date—How Package Design Affects Sales.
