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Dr. Bryce Rutter is an expert in ergonomic design and specialist in hand-intensive product and packaging design. His work ranges from food and beverage to beauty and personal care products. As the founder and CEO of Metaphase Design Group, he develops singular design innovations. Rutter frequently speaks at packaging design events. He has received more than 120 design awards and more than 100 patents.
Creating a tangible and functional connection between a beverage brand and its user involves ergonomic research and a haptic design. To brands, this may seem like a minute detail, but the consumer thinks and feels otherwise.
For decades, the food and beverage industry has been driven by manufacturing technologies, line speeds and unit costs. But, in spite of record levels of consumers demanding frustration-free packaging, companies have paid little attention to the design for consumer experience.