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Designing for packaged products in a CPG world
Journal of Brand Strategy,
8
(1),
6-9
(2019)
Abstract
Are you a shopper or a buyer? Ever wonder why Tide packaging is orange or why the bread, eggs and milk are located at the back of the store? What are manufacturers and retailers doing to get you to buy one product over another? This paper breaks down and attempts to simplify the consumer behaviours of buying versus shopping for consumer packaged goods (CPG) through ‘moments of truth’ that are experienced by consumers and designed by retailers and manufacturers to get you to buy their packaged products. Learnings, experiences and empathy from working at some of the top CPG companies have been combined to bring you this comprehensive look at how consumers and manufacturers intersect through these moments of truth. The results of this work define the mindsets and behaviours of the consumer journey from stimulus to store, from purchase to home and from usage to repurchase. Let the buyer/shopper beware! Manufacturers and retailers want you to shop and buy, pulling out all the stops to design packaged products that appeal to the consumer and keep you coming back for more. This paper is meant to educate the consumer and designer in you, to help the reader bring the best products and packages to life for the good of the consumer.
Keywords: moments of truth; First Moment of Truth (FMOT); Stop; Hold and Close; Consumer Packaged or Products Goods (CPG)
The full article is available to subscribers to the journal.
Author's Biography
David Dombrowski is a strategic and tactical design leader with over 30 years of experience in consumer product and packaged goods where empathy lies at the heart of everything he designs. Along with a mechanical engineering and industrial design education, he positions himself as a leader of design at the epicentre of what he refers to as The Design Pyramid, where manufacturing, R&D, marketing and the consumer are all equally expressed and considered by design. Having had great opportunities designing for such well-known and established companies as Fisher-Price, Schick & Wilkinson Sword, P&G, he currently heads Pfizer Consumer Healthcare’s Industrial Design & Innovation Group. If you have shaved with a Schick Quattro or Intuition razor, lathered up with Old Spice or Gillette Body Wash, coloured your hair with Clairol Root Touch-Up, taken a Centrum Vitamints or used ChapStick Duo, chances are you have experienced his work.
