Clemson exhibit at PACK EXPO explores why we buy
Posted by Lisa McTigue Pierce, Editor -- Packaging Digest, 9/12/2012 10:23:11 AM
Why do we buy? How large a role does packaging play in retail purchase decisions? The Brand Zone at PACK EXPO International 2012 (McCormick Place, Chicago; Oct. 28-31) will be set to explore that question with Clemson University Presents: The Packaging Test Track, sponsored by Esko (Booth #5436).
Clemson's exhibit is on the mezzanine level of the North Hall, just below the Grand Concourse.
Esko's sponsorship of the booth is part of a larger commitment to packaging and graphic communications programs that includes hardware and software installations at more 100 schools and universities in North America, including Clemson.
"Students graduate with intimate knowledge of leading productivity tools in the packaging space, and we enjoy the benefits of their contributions to industry research," says Mark Quinlan, president, Esko Americas.
This will be Clemson's second PACK EXPO exhibit, and will focus on the ways packaging engages shoppers' brains. The university's 2011 exhibit used eye movement tracking technology to compare what attracted shoppers to the final purchase decisions.
"We've often said PACK EXPO is as much a huge learning lab as it is a marketplace, and Clemson's research shines new light on that facet of the show. We appreciate Esko's support of the Clemson exhibit as well as its backing of packaging education in general," says Charles Yuska, president/CEO of PMMI, owner and producer of the PACK EXPO shows.
Clemson University students in Packaging Science and Graphic Communication will staff the exhibit and continue some of the 2011 research with a closer look at point-of-purchase and kiosk sales, the appeal of fresh goods and beauty products.
"This research ultimately benefits PACK EXPO exhibitors and PMMI members as well as the buyers attending PACK EXPO. The more we understand what goes into a successful product, including the package, the better suppliers and their customers can work together to create total systems solutions," Yuska adds.
More than 1,800 exhibitors will be on display at PACK EXPO international 2012, with more than 1.1 million net square feet of exhibit space. In addition to supporting PMMI's educational efforts, the Clemson feature is part of PACK EXPO's customer-centric approach, which provides features that help attendees more quickly and easily find suppliers and solutions that address their processing and packaging challenges.
More than 46,000 attendees are expected at this year's show. To register, visit www.packexpo.com ($30 per person for early registration, increasing to $60 on Oct. 8).
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