Dr. Hurley on Disrupting the Shelf From the Bottom Up: Packaging World
Our Founder and Chief Learning Officer, Dr. Andrew Hurley, recently wrote for Packaging World on the power of "bottom-up processing" in consumer experiences and how to use disruptive packaging design to help make a mark on consumers in a sea of packages.
Dr. Hurley stated:
"Bottom-up processing is when your brain is actively engaging your senses to process the world around you. It is triggered when something disrupts the top-down automation of your typical life. Something stands out or presents an argument that has multiple positive answers; it overrides your brain's natural autopilot. Bottom-up processing is when we stop and take a look—either in a foreign grocery store or if an accident occurs during a daily commute—because we become hyper-aware of our surroundings. This is where we want our customers to be. In a sea of products (the average grocery store has 39,500 products, and the average supercenter has 120,000), we actually see less than 3% of what's offered."
"So, unseen is unsold, but to be seen requires disruption. As distribution and fulfillment are commoditized through outlets like Amazon, Jet, Etsy, and whatever tomorrow's thing is, presenting a design that encourages bottom-up processing it not just advantageous, it's a necessity. That's why "disruption" has been a topic of the past 15 packaging conferences I've attended."
"To help you navigate these murky waters, the Packaging School has created an online course on Human Factors that impact packaging design. Specifically, we discuss over 60 examples like figure / ground relationships, geometric rules, design hierarchy techniques, and fifty-seven more amazing things. It will give you insight into how we use our senses to process the information we are bombarded with every day, and some tips and tricks to turn expectations on their ear. We'll help you incorporate disruption into your packaging design and encourage the bottom-up processing that will make your product jump off the shelf."
Read the full publication here!
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