March 11, 2015
SuperPharm tissue boxTissue box design usually doesn't stray from the beaten path. While the packages sometimes are made in various colors to match décor, or with holiday-specific themes, the general shape tends to stay fairly standard and, well, boxy.
SuperPharm in Israel, however, has broken from the norm with an octagonal box, festooned with a map-of-the-world design. Tissues are dispensed from a perforated opening in the top, and the carton is printed lithographically.
Consumers frequently choose products on the basis of matching the package design to the décor of a particular room. When it comes to air fresheners, more than a quarter (27 percent) of consumers who purchase air fresheners prefer for the items to complement the décor of a room, or to offer an artistic look, according to the Mintel report Air Fresheners and Air Care (UK, October 2011). By contrast, only 1 percent of shoppers reported that they make their tissue purchasing decisions based on how the boxes fit in with the aesthetics of their surroundings (Household Paper Products; UK, February 2011). This could indicate specialized carton design such as SuperPharm's tissue box could have limited appeal.
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