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Forcing functions designed to increase product consumption

McVitie's Digestives packaging: a forcing function

A few days ago, Tim Quinn of Dangerous Curve posted an interesting observation on the Simple Control in Products page:

“This may not be what you had in mind, but I immediately thought of such things as toothpaste pumps that ‘meter’ use to insure the product will be used up quickly at a rate higher than needed. That made me think of the older method of training consumers to over-use. Typified, once again, by toothpaste, with ads which show a brush topped by a generous glop of paste that is far more than necessary to do the job. This strays a bit more from your topic but it could fall under the design for control heading.”

This is definitely a phenomenon worth exploring further, since it’s part of our everyday experience, right under our noses, yet we may not be conscious of it. It’s at the intersection of advertising, marketing and product design, with particular applicability to fast-moving consumer goods. Read More