Friction Kills Fantasy
Packaging expert Lisa Cain shares her opinion on Beta Design's work on Fussy's refillable hand soap.
∙ Paid
Ask people if they like the idea of refill and most will say yes. Watch how they actually shop and you see a different story, both in store and at home.
On the shelf, the pieces are in place. The fixtures are there. The messaging’s there. Yet shoppers keep walking, driven by a perception that refill takes longer and asks more effort than picking up a sta…
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