Human Factors

The average grocery store has 39,500 products and the average super center has 120,000. How can you disrupt the shelf and stand out from the rest? The answer is knowing and utilizing human factors, also known as ergonomics. No matter our culture, our language, our color, or our gender – human factors are the psychological and sociological ways that we are all hard wired. How we perceive. How we think. How we’re attracted. How we act.

Human Factors of Packaging Design


In this online course, we discuss over 80 examples of human factors like figure ground relationships, geometric rules, and design hierarchy techniques, all with references to modern packaging design. The resource will give you insight into how we use our senses to process the information we are bombarded with every day, and some tips and tricks to turn expectations on their ear. Over a series of bite-size videos, you will get the tools needed to incorporate disruption into your packaging design and encourage the bottom-up processing that will make your package jump off the shelf. 


A one-time purchase of $399 $299 gives you unlimited access to the best-kept secrets in the packaging design industry. This deal ends March 1, 2018!


Dr Andrew Hurley Packaging Expert

The curriculum for this course was designed and written by Dr. R. Andrew Hurley, a professor of Packaging Science who has a PHD in human behavior. Dr. Hurley studies devices on persuasion, argument, information design, and oral and written communication - the ideas spawn out many packaging topics. Dr. Hurley is an Assistant Professor of Packaging Science at Clemson University, where he directs the design, prototyping and consumer experience test labs. Dr. Hurley's biometric-based consumer experience lab, CUshop, has assisted hundreds of global consumer product groups and small businesses in developing data-driven designs that show increased consumer engagement and sales. The success of his eye tracking program catalyzed the formation of Package InSight, a full service packaging design and consumer experience company located in Greenville, SC.