Dr. Andrew Hurley, our Founder and a Professor of Packaging Science at Clemson University, was featured in a How Life Unfolds video recorded at Pack Expo 2019 on why paper packaging is popular amongst consumers.
The video explores packaging design and why consumers are drawn to paper packaging solutions through interviews with Clemson University faculty, including our very own Dr. Hurley.
Dr. Hurley stated:
My area is in design, and what we're focused on is collecting data on consumer behavior and how packaging impacts that.
How does the consumer in the category make a decision? What do they look at? What do they not look at? What makes them want to pick it up and touch it? And then when they get it home, how do they use it, and how do they feel about that whole process?
This is the type of data that designers need to make packaging and consumer products that meet the true needs and solve the core pain points of the consumer.
So people are using the data in many different ways. There could be a question on, "Hey, I have to change the size and the geometry of my packaging," more of a question of "How that will impact my consumer and other perspective consumers in the market place?".
Another one, "I have too many options, I went to an agency, I got 99 designs . . ." that data process will help eliminate and help you arrive at the one that's gonna be the best."
Paper is special, because I mean you can hold it in your hands to prototype right there.
In the eCommerce sector, we have been able to use a data-driven process to organize and optimize where handholds should go and where info should be presented—all of which having a direct impact on consumer behavior.
Watch the full video here: https://youtu.be/tVpmrGeZnlU?si=9TI9SYOi2rRHG9na.
Learn More About Packaging Design
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.
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