Dr. Andrew Hurley, our Founder, recently guest wrote for Packaging World—writing on the importance of communicating value on your package in order to have a direct impact on consumers in a sea of products. In the article, he reflects on a conversation he had with Dr. Renata Cabas (Academic Lecturer & E-commerce and GDPR consultant from Paris) at a recent packaging summit.
Dr. Hurley stated:
"Cabas focuses on three approaches of selling: value, solution, and problem based. She states the common strategy is value added, and because price is not constant between marketplaces, packaging should be explicit in communicating the value it brings to the consumer."
"Products that promote the value / benefits of the product over the brand receive a more thorough consideration than designs that do not."
"Another strategy to optimize packaging as a sales vehicle that Cabas explores in her work is solution-based approaches. Cabas points to the work of Professor Henry Murray (who in 1938 unveiled more than 20 psychological needs of an individual), whereby aligning a solution to a common need of your target demographic is a serious improvement from value-based propositions."
"Lastly, Cabas and I both agree that the most influential approach to organizing a sales-driven package design is to leverage the problem / solution method. Bottom line, the idea is to present a problem for the prospect that is internalized and immediately mitigated through connecting the solution with the product."
Read the full Packaging World article here.
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