Human Factors in Paperboard Packaging Design
Andrew Hurley, Associate Professor, Clemson University
Paperboard cartons are ubiquitous across retail grocery. These packs are your silent salesforce, working hard to command attention amongst 142,000 competitors in a single super center. This presentation outlines a series of human factors psychological theories that can be employed across retail packaging to command and retain attention, optimize shopper cognition, and influence appeal. Applications will be discussed on how to measure and improve upon design effectiveness.