Introduction to Leveraging Human Factors in Packaging Design

Course Description

Ergonomics (or human factors) is the scientific discipline concerned with the understanding of interactions among humans and other elements of a system, and the profession that applies theory, principles, data and methods to design in order to optimize human well-being and overall system performance. This course applies these concepts to modern packaging systems to show you how to win over any consumer, regardless of gender, race, or culture.

Course Curriculum

  • 1

    Introduction to Human Factors

  • 2


  • 3


    • Introduction to Cognition

    • Working Memory

    • Hidden Messaging

    • Accessability

    • Biophilia Hypothesis

    • Ben Franklin Effect

    • Classical Conditioning

    • (Mere) Exposure Effect

    • Immersion

    • Legibility

    • Mnemonic Device

    • Picture Superiority Effect

    • Progressive Disclosure

    • Readability

    • Recognition Over Recall

    • Rosetta Stone

    • Serial Position Effect

    • Shaping

    • Von Restorff Effect

    • Emotion

    • Social Proof and Authority

    • The Tiger Woods Strategy

    • Storytelling

    • Availability Misweighing Effect

    • Cognition Application

  • 4


    • Introduction to Appeal

    • Archetypes

    • Anthropomorphic Form

    • Attractiveness Bias

    • Baby Face Bias

    • Cognitive Dissonance

    • The Divine Proportion

    • The Golden Ratio

    • Rule of Thirds

    • Framing

    • Most Average Facial Appearance Effect

    • Propositional Density

    • Savanna Preference

    • Scarcity

    • Waist-to-Hip Ratio

    • Appeal Application

  • 5


    • Introduction to Decisions

    • Decision Making

    • Decision Making Biases

    • Heuristics

    • Shoppers vs. Consumers

    • Aesthetic-Usability Effect

    • Expectation Effects: Buyer Behavior

    • Pygmalion Effect: A Case Study

    • Form Follows Function

    • Hierarchy of Needs

    • Life Cycle

    • Ockham's Razor

    • Performance vs. Preference

    • Scaling Fallacy

    • Ergonomics

    • Affordances

    • Decisions Application

  • 6

    Wrap Up

    • Conclusion

    • Course Survey

    • Human Factors Checklist

About the Instructor

Dr. Andrew Hurley

Founder and Associate Professor

Packaging and entrepreneurship came together at an early age for Dr. Andrew Hurley. As a young boy, he molded and sold pewter figurines, but inadequate shipping materials led to breakage. Frustrated, he set to researching better packaging alternatives … and he hasn’t ever stopped. Dr. Hurley is an Associate Professor at Clemson University in the Department of Food, Nutrition, and Packaging Sciences. He leads the packaging design emphasis area, where he researches how to leverage packaging to solve even the toughest supply chain challenges.

Contact Us

  • Email

  • Call


  • Visit

    640 South Main Street
    Greenville, SC 29601