Dr. Hurley on "The Medium is the Message": Packaging World

Our Founder reflecteing on his milestone of analyzing over 10,000 shopper experiences, how packaging is "the primary medium for how a product is perceived in retail," and how mediums for branding, like packaging, have changed over time.

Our Founder and a Professor of Packaging Science at Clemson University, Dr. Andrew Hurley, recently guest wrote for Packaging World

Dr. Hurley wrote:

"With the continued integration of technology in packaging, the way we experience and extract value from products is going through a third wave—from sounds, to visuals, and now, to multiple realities."
"I see the third wave being very important, with packaging as the medium that allows users a better understanding of the value of their physical goods. As the suppliers of this medium, consider embracing the idea that you are the brand's message. And with this, educate yourself on these technologies so you're best equipped to add them in your next packaging project."

Read the full article here: https://www.packworld.com/home/blog/13376468/in-package-design-the-medium-is-the-message

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11/22/2018

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