“Luxury is Tactile” is the catch phrase of the Recreate Packaging 2016 design competition. For this competition, the finish paperboard manufacturer, Stora Enso, is looking for the most innovative, smart, luxurious packaging idea from around the world. With a primary focus on shape and function, the design should create an unforgettable user experience.
Beverage companies are at an interesting point in the product life cycle. Packaging is more important than ever for beverage manufacturers to grab the attention of consumers and meet their changing demands.
Theo Müller Group agreed to cut their losses and decided to exit their five-year-old joint venture with PepsiCo to take over the yoghurt business in the United States. The major cause of their demise was a lack of consumer insights and attention to package design.
M.S. Packaging created an infographic to display 10 innovative packaging ideas that are focused on design. In this post, we share their infographic and a few thoughts on some of the out of the box ideas.
We are excited to be attending this year's Graphics of The Americas show in Miami, Florida. At this show, we will be co-hosting an event and co-exhibiting with our close friends at The Packaging School. Dr. Andrew Hurley and Drew Felty will be in attendance to support and discuss the efforts of Package InSight for the packaging graphics industry.
The pet products business has been on fire since 2010 according to a recently released research report from Packaged Facts. From 2010 to 2014, the pet products industry grew from $37 billion to $44 billion at a 4% growth rate during that time period.
In the week leading up to Super Bowl 50, Marvel and Coca-Cola sent out a teaser to a variety of publications. Watch the ad and enjoy the fun from Super Bowl 50.
The Dieline released 4 key emerging package design trends surround essentialism in 2016. We have analyzed the trends and it seems the consumer is overwhelmed. They are in search of solutions, products, and packaging that simplifies the complexity of buying. In this post, we examine the four main trends for creating an authentic, simplistic packaging design that will attract and delight customers.
In 2010, the Rudd Center for Food Policy and Obesity at Yale University released a study that found kids preferred packaging with famous characters over packaging without them. The study showed a causal relationship between the types of snacks and food that kids prefer and the licensed characters on food packaging.
In this post, we examine a Packaging Digest article on the newly unveiled package designs for Turtle Wax. Turtle Wax is an automotive cleaning products company for both the exterior and interior of the vehicles.
So we don't know if you have heard the rumors at the water cooler, but supposedly the center aisles of the grocery store are dying. Well, Nielsen is putting those rumors to rest with their center store analysis. They say that while the perimeter of the grocery store is seeing increases in sales, the center of the store is proving to be the key to overall growth.
Sonoco Products Company, headquartered in Hartsville, South Carolina, has invested $12 million to create a new, innovative packaging studio to study consumers.
2015 was an interesting year for the packaging design industry. In this article, Lisa McTigue Pierce from Packaging Digest sums up the top 5 packaging design insights of 2015.
Nielsen is a leader in consumer insights and research for a wide variety of industries all over the world. In 2015, they revealed three important research studies about the changing landscape of consumers in the U.S. Grocery market.
In October of 2015, Paul Hudson, CEO of Flex MR, published a post on LinkedIn titled Dear Focus Groups, We Need to Talk. The message to focus groups from a marketing research veteran is an important one to notice. We decided to share a few of the key points from Paul's article with you and why it matters to Package InSight.
If you haven't already noticed, shoppers are changing due to a variety of reasons including technology and market trends. Recently, Y&R's BAVLab released a new study breaking shoppers into six different "shopperstates" based on consumption habits and technology preferences. In the post, we share a simple infographic and the full report from the study. Enjoy!
Are you ready for this year's Packaging Design Matters Conference? We are excited to be apart of the conference this year with Dr. Andrew Hurley. He will be speaking at PDMC on insights in innovation. See the details about the session below.
The Dieline is a great resource for all things packaging design. Every month they feature some of the biggest package redesigns in a segment called before and after. In our post, we showcase a few of the package redesigns by Wild Turkey and Huffman's Hot Sauce.
AdAge recently published a piece on the lowdown about consumer trust issues with big, old brands. Big consumer brands are finding their products under a microscope with everything that they do. How will these companies adapt to change consumer perceptions about their products and brands?
In October, Packaging Digest published an article on how logo location affects consumer perceptions. Have you ever wondered where is the best location of your brand's logo on the package?
In this blog post, we explore a recent article from Packaging Digest on Neurodesign, the new frontier of packaging and product design.
Our post points out a few of the key insights from an infographic by SolidWorks on how their design software has revolutionized beverage packaging through rapid prototyping.
The iconic glass Coke bottle turned 100 years old in November. Why did this design stand the test of time?
It's that time of year when companies break out the holiday packaging campaigns to attract more customers with custom designs. Assemblies Unlimited created a cool infographic in 2013 to detail a few of the top holiday packaging campaigns from the past.
In this post, we share a few of the key insights from a Design Week UK article on brand visibility. In one of our last posts, "Unseen is Unsold," Dr. Hurley echos many of the same points about the importance of branding through a combination of science and design.
The blog post focuses on an infographic from ColourFast about the psychology of logo design. Logos are so important for branding a company, product, or service in the subconscious minds of consumers. Read the infographic below for a detailed look at how color, shape, font, and more affect the decision making process of consumers.
In this post, we share a TED Talk from Ray Burke on how stores and brands are tracking shopping behavior to make better decisions about the product mix and the customer experience. Package InSight uses many of the same tools that Ray mentions throughout the talk including eye tracking, simulated retail labs, in-store observation, and more. Enjoy!
In October, UPM Raflatac interviewed Dr. Andrew Hurley about packaging in the food industry. UPM created a white paper to detail the in-depth interview, "Unseen is Unsold." Our blog post features a few of the key points from the discussion with Dr. Hurley.
we share an infographic from MS Packaging UK on the Impact of Packaging. Visual branding and design is critical to attracting the attention of consumers today. See a few of the key insights from the infographic!
Are you ready for SouthPack 2015?!?! I know our team is ready to be in Orlando apart of one the top conferences in manufacturing, package design, and innovation.
This month, Harvard Business Review published a piece on the science of customer emotions. There is a huge opportunity for companies and brands to create an emotional connection with their customers. Companies need to approach the emotional connection as a science rather than just guesswork. In our post, we explore some of the key insights from the article.
We found a great article from Moor Insights and Strategy in Forbes about big data and IoT trends taking over the food packaging industry. Chris Wilder from MI&S outlines the typical solutions that companies are using in food packaging today. We've done some testing around this in the past, but we are very interested in continuing to explore how consumers perceive these new types of packaging.
Recently, the Financial Express published piece on how packaging impacts sales. Our post will distill some of the key points about the importance of packaging.
Earlier this month, we published a post about the digital printing revolution happening currently in the marketplace. We showcased a few of the big campaigns from Coke, Bud Light, and Snickers. Well, Pepsi and the Mountain Dew brand have decided to jump into the mix with a new trading card like Mtn Dew can!
Every month, we will cover trends in the packaging industry. This month we are focused on the future of sustainable and eco-friendly packaging. In 2014, Smithers Pira published a market report, The Future of Sustainable Packaging to 2018. In this post, we highlight some of the major points from the report and a few examples of sustainable packaging industry leaders.
We recently read an article from Hubspot on how product packaging influences buying decisions. They included a great infographic that really sums up a lot of the reasons why we do, what we do.
We read an article from Food Navigator about consumer spending habits on packaged foods. Read this post for some of the important stats and insights from this study on packaged foods.
Have you heard of the Dieline? It is the site to read for all things package design. Every month, they feature the top before and after package design launches. The B&A features are excellent pieces of content for our team to analyze and give you insights into how our company can help design firms with consumer research. We decided that we would create a post every month to feature a few of the top redesigns and give you our thoughts on the transformations.
Whether it is 65% or 90%, new products are failing overwhelmingly more than they are succeeding. So, why are companies continuing to develop new products when they know they will most likely fail?
In this post, we are exploring an article by Pete Foley, former Director of Consumer Science at P&G, on the psychology of visual attention. Our eye tracking studies in the retail context reveal important cues in the decision making process.
If you haven't noticed, mass custom digital printing is trending across the beverage and snack goods industry over the past few years. Coca Cola was the first to successfully use custom digital printing on such a large scale with their Share a Coke campaign with different names printed on every bottle. This kind of packaging and label disruption is empathizing with consumers and making a personal connection with them at the shelf.
We conducted a consumer eye-tracking study earlier in 2015 with Klöckner Pentaplast to try to answer this very question. After analyzing the results, we believe...
We are excited to be back at PackExpo in Las Vegas! Last year, our team had a blast in Chicago at our first PackExpo. We wanted to share this post to let you know about all the exciting things happening with Package InSight and Dr. Andrew Hurley at this year's show.
In April of 2015, The Atlantic published an interview with two Caltech brain researchers about how capitalism created cool. The two researchers, Steven Quartz and Anette Asp, shared incredible insights into the world of neuroscience and neuromarketing. This post shares a few excerpts that we enjoyed from the interview.
Earlier in 2015, we conducted an eye tracking study with Avery Dennison Labels on the craft beer market. We were focused on the impact of the craft beer label at the point of purchase.
One of the most common questions from our clients is how does Package InSight measure attention? We use a combination of metrics to discover insights about the impact of package design at the shelf.
How do you entice the subconscious of consumers to choose your product over competitors? The underutilized answer is: packaging.
To me, packaging is a canvas, and when I look at canvases, I expect to see art-something fun, something interesting, something... disruptive.
Biometric research, including eye-tracking and facial expressions, is a useful tool to lift the veil on the truth of packaging at the point of sale - and help guide effective designs.
With e-commerce sales of grocery products predicted to grow to $18 billion by year-end 2018, CPGs struggle to understand its impact on traditional packaging supply chains.
One goal of brand owners is to attract consumers in crowded retail environments, but there are few effective ways to determine just what physically entices the customer. One method is eye tracking, a technique used to verify just how, if at all, an interaction occurs between the consumer and a product. Crown Holdings Inc. and McCall Farms, Inc. recently explored this method with the help and expertise of Clemson University.
What does a $400-billion industry and Clemson University have in common? The answer is the students and faculty of Clemson’s Sonoco Institute for Packaging Design and Graphics, which the worldwide packaging industry considers among the best evaluators of consumer perception around product packaging. Learn more about Clemson and Package InSight's relationship as they move forward with innovation.
John Kalkowski, editor in chief, Food Online interviews Dr. Hurley on packaging design, using technology in consumer research for CPG's, and how Package InSight came to be.
Clear packaging is transforming the food industry, enabling manufacturers to showcase food quality and motive purchases at the "zero moment of truth" when buyers walk supermarket aisles. This paper features an in-depth interview with Dr. R. Andrew Hurley.
Package design is an important differentiator in the competitive craft beer category, with certain labeling materials catching buyers' attention faster and driving purchase decisions, according to a recent study from Package InSight.
Dr. Andrew Hurley named to new editorial advisory board of national and private label brand owners, researchers, academics and deisgners.
Refrigerated & Frozen Foods Magazine published an article about the eye tracking study that we conducted for Klockner Pentaplast in 2014. The article details the insights that rigid thermoformed cheese packaging is preferred over flexible pouches.
Plastics News showcased how Package InSight was developed in 2014 and its relationship with Clemson University's Packaging Science Program. Comments and insights from COO, Drew Felty, and Dr. Andrew Hurley can be found throughout the article.
Packaging World published an article about an eye tracking study that Package InSight conducted for Klockner Pentaplast in 2014. The article details the insights that Klockner gained from the study and how the study was conducted.
What: The type of protective packaging selected for parcel delivery has a significant impact on the consumer experience. A breakthrough independent study conducted by Packaging Insight, used a facial camera apparatus to capture emotional response when parcels were opened.
Broad Research Question: You are going to receive a present in the mail from your distant relative. As you would in your own home, please open the package, remove and unpack the items, and discard the packaging.
Sample: 123 participants
The emotional reading (or value) for packaging peanuts indicated participants were approximately 10 times more likely to be categorized as frustrated than not frustrated.
Bubble cushioning and air pillow packaging create the least frustration.
The participants were the least irritated when disposing bubble cushioning materials.
Implications: Protective materials within parcel packaging should be a deliberate consideration for all brands delivered to the home. The study illustrates that packaging has an impact on consumer perception and human emotion. Bottom line, materials matter.
What: This white paper reports on a study conducted by Avery Dennison and Package InSight, LLC at Clemson University to examine how consumers shop for craft beer when with various label types.
Broad Research Question: How do customers react to different label types in the craft beer product category?
Sample: 193 participants
Implications: Craft brewers have unique, compelling narratives of how their breweries, recipes and processes bring the best product to thirsty consumers. By using eye-catching labels, branding and graphics, brewers can tell the story – their story – and connect with consumers and influence purchase decisions.
What: This white paper reports on a study conducted by Klöckner Pentaplast and Package InSight, LLC at Clemson University to examine the differences in how customers shop for products when they have the option for either a plastic thermoformed or plastic flexible pouch package.
Broad Research Question: How do customers react to different products when they have the option for a thermoformed or flexible pouch package?
Sample: 116 participants
Implications: This data, when combined with the above relevant findings, makes for compelling argument for why rigid thermoformed cheese packages are preferred over flexible pouches.
The Sonoco Institute of Packaging Design and Graphics at Clemson University, in partnership with R. Andrew Hurley’s research program, conducted an eye-tracking study in the CUshop Consumer Behavior Lab. The study was developed in conjunction with the Foil & Specialty Effects Association to observe the effects of foil stamping on consumer interaction and test the hypothesis that a package embellished with foil would increase attention to the product when compared to the same product without foil. Three separate packaged product categories were tested over the three-day period.
What: High Visibility enhancements are the processes applied to packaging that increase visibility and stimulate and hold attention. This study looks at the impact of foil stamping as a high visibility enhancement.
Today in the packaging market over 100 forms of foil stamping are used by consumer goods companies.
Broad Research Question: Does foil stamping impact consumer engagement during a grocery shopping experience?
Sample: 265 participants
Foil had no impact on time to first fixation
Those consumers that did fixate on the foil stamping had a longer total fixation duration compared to non-foil.
If you use foil and the consumer engages with your product they will do so for a longer period compared to non-foil.
What: This white paper reports on a study conducted by Rehrig Pacific Company and Clemson University on the effects of secondary packaging on purchase intent and consumer behavior.
Broad Research Question: A unique secondary package design with on-message, brand building color and graphics can lift brand awareness and increase purchase intent when integrated into in-store marketing campaigns.
Sample: 89 participants
It can be concluded with statistical evidence from this study that unique secondary package design with on-message, brand building color and graphics can lift brand awareness and increase purchase intent.
What: This white paper reports on a study conducted by Klöckner Pentaplast and Clemson University to examine the differences in how customers shop for products when they have the option for either a clamshell package or a printed paperboard box.
Broad Research Question: How do customers react to different products when they have the option for a clamshell or a printed paperboard box?
Sample: 68 participants
Dr. R. Andrew Hurley is an Assistant Professor of Packaging Science as well as a research associate at the Sonoco Institute of Packaging Design and Graphics at Clemson University where he is the Director of CUshop, a consumer-experience research laboratory. Dr. Hurley holds both a BS and MS in Packaging Science and a PhD in Rhetoric, Communication and Information Design. Focused on new product and package development, Dr. Hurley brings ideas to innovative, practical solutions. With state-of-the-art design and prototyping labs, consumer-experience/biometric testing (eye-tracking, GSR and EEG) and a full packaging pilot plant, concepts can be developed and brought to life in just hours. Dr. Hurley teaches both undergraduate and graduate courses in Packaging Science, mentors Food Science and Culinary Arts projects and is active in the design research community. He is a noted research leader in the field of packaging design, having a variety of peer-reviewed papers, author of seven electronic training programs used by hundreds of industry professionals and has presented at many international conferences.
PACKAGING TECHNOLOGY & SCIENCE
DECEMBER 1, 2014
Through the collection of quantitative and qualitative data, the shelf presence of full body graphic labels versus partial body graphic labels on plastic beverage bottles was examined and evaluated. Eye tracking was used to collect phenomenological data atop the stimuli, while a shopping checklist was used to collect purchase preference. A post-experiment survey was also conducted in order to gather qualitative data regarding possible purchase influences. Data revealed that both label sizes drew an equivalent amount of visual attention; however, consumers selected partial body labels more often than full body labels, regardless of the flavour of the beverage or their age group. Paper presents a unique methodology of comparing attention between the two label styles on plastic beverage bottles. Copyright © 2014 John Wiley & Sons, Ltd.
PACKAGING TECHNOLOGY & SCIENCE
DECEMBER 1, 2013
Research is presented that investigates whether the amount of physical product visible from the primary display panel of a package has an effect on consumer attention and purchase decision in the category of grill ware. It is hypothesized that a package providing the most physical product exposure will be preferred by consumers over alternative structural designs. To test this, three similar products were placed in four distinct package structures varying the amount of visible product exposure (0%, 40%, 90% and 100%). The packages were positioned on the shelves of the fully immersive simulated shopping environment CUshop™. A total of 127 participants were fitted with eye-tracking glasses and presented a shopping list that included one of the three grill ware products (fork, spatula and tongs). Participants were asked to shop as they normally would, and data concerning their visual attention in the store and final purchase selection was collected. Purchase patterns showed that the packaging that revealed the most physical product possible was chosen more than the other three configurations tested. Analysis of eye-tracking data supports expected behaviour, suggesting that consumers prefer to see at least some of the product, with the 0% visible product receiving significantly fewer fixations, a slower time to first fixation and lower total fixation durations. Copyright © 2012 John Wiley & Sons, Ltd.
PACKAGING TECHNOLOGY & SCIENCE
NOVEMBER 1, 2013
The evaluation of package branding is important to determine its ability to connect with consumers on an emotional level. In the past, focus groups have been the traditional method used to evaluate branding; however, focus groups can be seen as an inaccurate method of gathering data due to purely qualitative data collection. This paper presents a retail shopping experiment conducted in CUShop™, a consumer experience laboratory, to determine whether consumers prefer a public label product versus a private label product, utilizing eye tracking to analyse the decision-making process. Results illustrated that purchase decision as well as time spent observing packaging indicates that participants preferred public branded packaging with respect to its private label competitor. Copyright © 2013 John Wiley & Sons, Ltd
AUGUST 1, 2011
This dissertation details the development of a consensus-centered strategy for managing packaging design projects that enables designers from various fields to participate (seriously play) in the development process. The Work/Flow developed was quantified though a series of empirical eye-tracking experiments to determine if objects produced through the system resulted in longer fixation durations than the control. It was determined that packages developed through the Work/Flow were significantly more persuasive than the control ( P < 0.0005).
The second experiment observed the effectiveness of designs produced through the Work/Flow in respect to the competitive retail array. Out of three product categories tested, one package was developed which garnered significantly different total fixation duration than the competition (P < 0.0005). The remaining two packages failed to significantly attract attention more than the competitive array. However, the results showed that the designs developed did not differ, and thus all designs produced through the Work/Flow were as equally as persuasive against the competition.
The dissertation details an intensive review of literature on three areas of study: serious design and play, participatory strategies, and rhetorical persuasion and seduction. The last chapter provides a detailed analysis and description of implementing the teaching and communicating the Work/Flow to professional packaging engineers, designers from various backgrounds, and academia.