Rupert Andrew Hurley

Clemson University | CU · Department of Food, Nutrition and Packaging Science

A presentation on the packaging field to a high school digital media arts class leads to an Aha! moment on how to engage a growing generation of packaging professionals.

A rising tide lifts all ships; pay close attention to your product-category neighbors, and you can leverage their packaging decisions to your own benefit.

The packaging conundrum of Dr Bronner’s brand

A call from a telemarketer spurs insights on how package designers can leverage packaging to deliver highly customized, and thus differentiated, packaging.

TO ASSUAGE CONSUMERS’ CONCERNS OVER PRODUCTS PURCHASED ONLINE, BRAND OWNERS CREATE THEIR OWN ‘UNBOXING’ VIDEOS ALONG WITH PACKAGING THAT ACCOMMODATES EASY-TO-ASSEMBLE PRODUCTS.

Taking the mystery out of marketing, and getting to the heart of what entices a consumer to buy.

GIVE YOUR CONSUMERS A REASON TO USE BOTTOM-UP PROCESSING—OR GO OFF AUTOPILOT—WHEN VIEWING YOUR PRODUCTS ON-SHELF BY CREATING DISRUPTIVE PACKAGING DESIGN.

Even with new technologies emerging daily that reduce the barriers to identify and purchase products, the average consumer still reports having less time to devote to shopping. A study conducted at Clemson University, sponsored by a reusable packaging company, Rehrig Pacific Company, investigated if a unique shipping shell/crate design with on-mess...

Ben Franklin advised that allowing someone to do you a favor makes them more favorably disposed toward you. Find out how CPGs are using this tactic with consumers.

Creating cognitive dissonance through your packaging and offering a minimum point of justification can result in positive feelings for the consumer about purchasing your product.

Memory may be responsible for driving more sales than you think. What do you want consumers to remember?

In today's market there are a growing number of packaged goods on the shelves that consumers have to sift through in order to make purchasing decision. To stand out from the competition, companies often times change a product's packaging to revolutionize the product or add important information to the package. Changing the package design can be ris...

How do you entice the subconscious of consumers to choose your product over competitors? The underutilized answer is: packaging.

Packaging is a canvas, and when I look at canvases, I expect to see art—something fun, something interesting, something...disruptive.

The goal of this research was to determine whether or not there was a difference between consumer preferences for color harmonies for products where external labels and visible product existed simultaneously. Using established color theory, transparent packages containing visible products with colored labels were evaluated. Eye tracking metrics and...

Packaging plays a crucial role in communicating product bene ts to consumers. Oftentimes, designers use high visibility enhancements to differentiate packaging within the competitive array. Although luxury brands commonly use enhanced graphical and printing techniques to convey high quality products, many private label package designers are also ut...

Package labels play a critical role in communicating product benefits to consumers. On a package, labels are used to provide useful information about the product as well branding for the company. Labels need to not only be eye catching to the consumer, but must also communicate information concerning what is being sold. This is possible through var...

Packaging plays a significant role in consumers' everyday decision making and in forming their choices. On the one hand, earlier research suggests that 70% of purchasing decisions are made in store. On the other hand, the proliferation of e-commerce has impacted shoppers' traditional purchasing habits by increasing their online purchasing behavior...

In order to remain on store shelves and stay competitive among the overwhelming number of packaged goods on today’s shelves, companies continue to cut packaging material and increase sustainability. Current packaging has made use of a variety of paperboard materials including Solid Bleached Sulfate (SBS), Coated Recycled Board (CRB) and Uncoated Re...

Display trays have traditionally been used to support distribution packaging and retail stocking. Yet, it is becoming increasingly common to nd display trays as devices to garner attention and increase the shelf presence of packaging. This paper presents a method for testing consumer preference of display trays for liquid dish soap and canned tomat...

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-exp...

The point size of display text on a package was evaluated relative to package proportion with the use of a preference test. This test involved 150 participants examining packaging images showing the product name in various point sizes and being asked their preference. A cascading presentation method modelled after the binary search algorithm was us...

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 str...

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 r...

Fiducial markers are used with head-mounted eye trackers to facilitate eye movement data aggregation for quantitative analysis. However, use of these markers may be problematic in some situations (e.g., natural tasks) as the markers may be visually distracting. To date, we are aware of no study that has examined the conspicuity of such markers to d...

Pallet systems are described that can be formed of corrugated paperboard without the necessity of any attachment materials such adhesives, staples, or the like. Individual stringers of a pallet matrix are interwoven together, with stringer notches interlocking with notches of crossing stringers from both above and below any one stringer. Systems ca...