Have you ever heard of the Hawthorne Effect?
Dr. Andrew Hurley, our Founder and a professor of Packaging Science at Clemson Unviersity, was recently featured in Packaging World, writing on the hawthorne effect and examples of paradigm-shifting packaging.
Dr. Hurley stated:
It can be argued that most consumer-facing packaging is an evolutionary prototype, a perpetual experiment to see what messages and elements move the needle of sales."
Packaging absolutely impacts human behavior, so the marketplace is like a giant experiment in which we all participate when shopping—most of us non-consciously.
Many paradigm-shifting packaging changes were released this past summer. Some of the most noticeable were brightly colored LGBTQIA+ supportive rainbow labels on Bud Light and Ben & Jerry's, among others.
Read the full article here: https://www.packworld.com/home/blog/15693118/the-hawthorne-effect-package-design.
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