Designing for packaged products in a CPG world

David Dombrowski
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David Dombrowski: Director, Industrial Design & Innovation, Pfizer Consumer Healthcare

Journal of Brand Strategy, 2019, vol. 8, issue 1, 6-9

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) (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:1:p:6-9

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