Dr. Andrew Hurley writes in a feature of BoxScore by AICC.

Dr. Hurley states:

"What are customers really asking for when buying packaging? I think it’s one thing: certainty. Just as the HVAC unit provides comfort, packaging must bring certainty and confidence to my launch. Knowing the why behind a sales call can be understood by asking questions around common values. Jim understood this when he asked me how long I want to wait to reach my desired comfort level, just as you should be asking what transport hazards are important to defend against, whether high attention to print is desired on shelf, and about the importance of an unboxing experience.

All of these concerns can be addressed through the tools we have as packaging professionals (transport testing, eye tracking, structural design, and proper material selection). The sophisticated packaging solutions provider communicates packaging merit and keeps the conversation on value, not the box."

Read the full story here: https://now.aiccbox.org/sell-value-not-boxes/