Sanitary Tissue Product Array Strength Differentiation
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Solution Overview
Problem
Sanitary tissue products, particularly toilet tissue, have not been effectively marketed based on their strength due to consumer associations with softness, despite some consumers desiring strength as a dominant property.
Innovation Solution
An array of sanitary tissue products is created where one product exhibits a higher total dry tensile strength than another, with packaging that highlights the stronger product's strength as a dominant feature, using non-textual indicia such as color to communicate this difference.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If manufacturers market sanitary tissue products based on softness, then consumer acceptance is maintained, but the ability to appeal to consumers who desire strength as a dominant property is lost
Solution Approach 1:
The product line is segmented into multiple variants within the same brand, where each variant is positioned with different dominant intensive properties (softness vs. strength). This allows the brand to serve different consumer segments simultaneously - those who prefer softness and those who prioritize strength - without compromising either segment's preferences.
Solution Approach 2:
Different packages within the same brand are given different local qualities through distinctive indicia. The strength-oriented packages feature dominant strength indicia (such as specific colors, icons, or text emphasis) while softness-oriented packages feature softness indicia. This local differentiation allows consumers to easily identify and select the quality that matches their needs.
2Ease of operation
If strength indicia are not prominently displayed, then consumer confusion is avoided, but consumers cannot easily identify products based on strength
Solution Approach 1:
Distinctive color coding is used to communicate product qualities at a glance. Strength-oriented packages utilize specific color schemes (such as red or bold colors traditionally associated with strength) while softness packages use different colors. This visual differentiation enables consumers to quickly identify and select products based on their primary need without reading detailed descriptions.
Solution Approach 2:
The packaging design employs asymmetric differentiation through dominant indicia placement and styling. Rather than uniform packaging, each variant has asymmetric visual elements that emphasize its primary property - strength packages have prominent strength-related graphics or text positioning, while softness packages have different visual hierarchies. This asymmetric design creates immediate visual distinction and facilitates easy consumer identification.
Data Source
AI summary
An array of sanitary tissue products, for example an array of toilet tissue products, wherein one of the sanitary tissue products exhibits a total dry tensile strength that is greater than another sanitary tissue product within the array, and a process for making such an array, is provided.