Array of sanitary tissue products
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Solution Overview
Problem
Consumers face difficulty in identifying sanitary tissue products with desired intensive properties on store shelves due to confusing product variations and marketing strategies that fail to effectively communicate these properties, leading to increased shopping time and reduced purchase intent.
Innovation Solution
Sanitary tissue products are packaged with non-textual indicia that are psychologically matched to their intensive properties, such as colors and character representations, to intuitively communicate their characteristics to consumers, allowing for easier identification and selection.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If multiple sanitary tissue products with different intensive properties are displayed on store shelves, then consumers have more product choices, but consumer confusion and shopping time increase
Solution Approach 1:
The patent applies color-coded packaging where each color represents a specific intensive property (e.g., blue for softness, red for strength, green for absorbency). This allows consumers to quickly identify products with desired properties without reading detailed descriptions, thereby maintaining product variety while reducing shopping time and confusion.
Solution Approach 2:
The patent segments the product line by assigning distinct visual identifiers (colors, icons, character representations) to different intensive properties. This segmentation enables consumers to mentally categorize and navigate products more efficiently, reducing the cognitive load associated with evaluating multiple product options.
2Loss of information
If conventional marketing strategies are used to communicate product intensive properties, then detailed product information can be provided, but consumer understanding and identification become more difficult
Solution Approach 1:
The patent introduces non-textual indicia (colors, icons, character representations) as intermediaries between the product's intensive properties and consumer understanding. These visual cues serve as a bridge that translates complex product attributes into instantly recognizable symbols, making it easier for consumers to identify and understand product characteristics without struggling with text-heavy marketing materials.
Solution Approach 2:
The patent replaces text-based communication (mechanical system of reading and comprehension) with visual-based communication (optical system of immediate recognition). By substituting written descriptions with color codes and visual icons, the patent leverages the human visual system's superior speed and efficiency in pattern recognition, thereby improving consumer identification of product properties.
3Measurement precision
If consumers spend more time evaluating products on store shelves, then purchase decisions can be more informed, but initial purchase and repurchase intent decrease
Solution Approach 1:
The patent performs preliminary communication of product intensive properties through visual indicia before the consumer makes a purchase decision. By providing immediate visual cues about product characteristics (softness, strength, absorbency) on the packaging, consumers can make quicker informed decisions without requiring extended evaluation time, thereby maintaining both evaluation accuracy and purchase intent.
Data Source
AI summary
An array of toilet tissue products. A first toilet tissue product can exhibit a first lint value and a total dry tensile strength of greater than 600 g/in, and a second toilet tissue product can exhibit a second lint value which is at least 20% greater than the first lint value and a total dry tensile strength of less than 600 g/in. The first toilet tissue product can be housed within a first toilet tissue product package and the second toilet tissue product can be housed within a second toilet tissue product package. The packages can be designed to be sold individually and wherein the first and second toilet tissue product packages each comprise a common brand name.