Better Packaging via Neuromarketing

Tue, Jul 19, 2011 Neuromarketing, Branding

Whats better than a chocolate chip cookie? A chocolate chip cookie in a package optimized with neuromarketing. Consumer companies dont often talk about their neuromarketing efforts, perhaps because of the vaguely scary sound of it all. Some of the rare public windows into neuromarketing studies have been in the packaging area, notably the Campbells Soup project. Now we have another packaging study to review, this time involving Gerber baby food and Chips Ahoy cookies. In an article at Brand Packaging, Scott Young, president of Perception Research Services, International, describes the process for Gerbers iconic jars:

Gerber jar - "negative emotions" indicated by red

As might be expected, the study reinforced the power of the familiar Gerber branding and baby visual. But the research also uncovered negative emotional reactions to various graphic elements, including the visual icon intended to convey baby stages, the benefit bands and less-prominent health claims. These reactions suggest either confusion in interpretation and/or difficulty reading smaller print. Taken collectively, they spoke to a need to clean up and simplify the packs, to make them more accessible to shoppers. The cookie study led to specific design changes:

For instance, resealability was known to be a valued feature, but the resealability claim itself was driving negative emotional reactions; it was too jarring on the current packaging and too difficult to read on the proposed. The cookie visual on the proposed packaging was also problematic. Despite its prominence, it didnt appear to be effective because it only drew neutral reactions. These insights led to significant refinements to both design elements prior to launch. The resealability tab was made more legible, while the cookie visual was given more energy with flying chips visuals. Young indicates that the neuromarketing work was done by EmSense, and was a combination of eye-tracking and EEG. Young thinks the key contribution of neuromarketing is the why component. Its easy enough to see if a new package works by comparing actual sales data, but neuromarketing analysis can identify specific design elements that work or dont work, he says.

Like any good consulting firm, Emsense has created a four-quadrant matrix theirs plots what they call emotional and cognitive response. Low levels of both indicate lack of engagement, while high levels indicate interest. The other quadrants are the most interesting for

packaged goods, according to Young. High cognitive involvement with low emotion indicates confusion, while the sweet spot is the combination of low cognition and high emotion (dubbed Easy Enjoyment). Young briefly mentions several other packaging studies that used neuromarketing. In one case, it was found removing a familiar brand character from a food package had a negative impact. He notes that seemingly insignificant items like a bit of steam rising from an entree or a cheese pull on a pizza package had a measurable impact. Now, one can only hope that someone ties the research together with sales data and publishes it. That would be a great validation of this very interesting work on package design.
- See more at: http://www.neurosciencemarketing.com/blog/articles/neuro-packaging.htm#sthash.wEPl2n2D.dpuf

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10 Packaging Design Neuromarketing Considerations
March 13, 2012 | Branding Best Practices, marketing, Marketing Best Practices, Neuromarketing, Package Design, Packaging Design | neuromarketing, Packaging Design

By Gabriel Alvarez-Jacobo

1- The eye can only recognize a small portion of the package in high resolution at one time. Once the eye scans it creates the full picture in your brain. Use this in your favor, group information into clusters and space out the clusters so that the space between them is larger as the importance of the message grows.

2- Ensure that the content and value proposition of the package can be clearly deciphered in under 5 seconds. On average consumers do not spend more time than 6 seconds scanning a label.

3- When deciding between versions of packaging analyze them in context. Where will they be sold, who will they be sold next to? The brain is wired to detect contrast so packaging that looks like everybody else will blend into the background.

4- Consistency in messaging is key especially across different mediums of communication. When designing packaging consider the key messages and visuals that will be used to promote the product. Maintain the centrality of the messaging and stay visually and linguistically consistent across all platforms.

5- Invest in quality materials and design. The brain perceives quality before processing any copy; once the brain determines that the product is of undesirable quality or value there is no amount of copy that can change the perception.

6- Over 50% of purchase decisions are made on shelf. Make your primary claims the most attractive at store level and your secondary claims those that the user can learn outside of the store.

7- The brain scans a package in the direction it is used to reading. For example, in English we read from left to right. Thus the triangle created from starting in the top left of the package and moving to the bottom right of the package, is the most valuable real estate.

8- The brain associates colors with contexts not concepts. Red does not always mean stop or danger, in the right context it can also cue love, heat, power and even money. Use colors to create contextual meaning.

9- The brain processes emotion before reason. Understand what emotions the consumer needs to experience, and cue their senses, to attract them to the product, then reason (copy) why this is better within the context of those emotions.

10- The brain can make a closer association with images than words; visually convey the benefits of the product.
- See more at: http://www.imagemme.com/blog/neuromarketing-packaging-design/#sthash.rHlaO239.dpuf

In the middle of the packaging chapter, Pradeep inserts an additional case study, California Olive Ranch, who was designing a bottle for a new olive oil. The product was entering a crowded market with long-established brands, and using the packaging to attract customers and highlight the products unique features was critical. Two label designs, one featuring a stylized map of California and the other an olive orchard, were tested. Both designs were found to be more effective than competitor labels, but the orchard label topped the map label in every category. Pradeep discusses the findings and their additional recommendations in detail. Returning to the problem that started the packaging chapter, the share-losing package was evaluated and found to be less engaging and memorable than its competition. The package was redesigned to correct some of the problems observed (e.g., competitive images were more engaging), and, according to Pradeep, sales rose. The books strength, its insider access, will be viewed as a weakness by some readers. Dr. Pradeep gives us a first-hand view of how neuromarketing studies take place at NeuroFocus, but some will argue that he is promoting the firm and its particular approach to market research. Given the fact that so little has been written about the inner workings of neuromarketing studies and that competing firms were unlikely to grant Dr. Pradeep access to their own proprietary work, I think readers will find the emphasis on his own firms work is acceptable. - See more at: http://www.neurosciencemarketing.com/blog/articles/buying-brain.htm#sthash.hJIkh97h.dpuf

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Imagemme on Neuropackaging
October 16, 2012 | Brand Development, Branding, Branding Best Practices, Graphics Design, Marketing Best Practices, Neuromarketing, Package Design, Packaging Design | neuromarketing tips, neuropackaging design

By Amina AlTai

Gabriel and I had the fortunate experience of being invited to speak at the Dieline Forum out in LA last Friday. As neuromarketing is one of my big passions, we decided to put together a presentation on neuropackaging and how we leverage neurological insights to better target consumers. One of the biggest parts of targeting the subconscious brain is by employing the 5 senses. Here is a glimpse into targeting consumers multisensorially through your packaging.

As much as we think we are in control of our decision making process and purchasing behavior, much of it actually takes place in the subconscious.

The old brain, also known as the reptilian brain, is largely responsible for the decision making process. But since its been developing for 450 million years, long before language, it is very influenced by design and symbols. Thus, targeting the senses is a huge part of communicating to the decision making subconscious part of the brain.

When designing packaging we have to keep these 9 scientifically proven variables in check to attract the most attention possible.

Some of these elements are self-explanatory such as color, intensity, etc. But lets take a closer look at the less obvious ones. The brain compartmentalizes and classifies experiences based on patterns. The goal for design is to tap into those records to provide stimuli with known or familiar imagery and leverage the reaction in our favor.

1.

Attraction We are emotional and social beings and we are naturally attracted to familiar objects such as a friendly face or a happy dog. Pictures of human beings and objects we can connect with to increase empathy resonate with the subconscious.

2.

Text- The old brain cannot understand words but they still effect the design. It has been proven that the complexity of the font used can actually alter the perception of how complicated your product or service is.

3. 4.

Intersection Our eyes constantly search for patterns. When anything breaks those patterns it becomes the center of attention. Density Our eyes scan packages to search for blocks of information. These can be images, text or textures. In order to help the brain understand good packaging, designers order information into logical groups. Additionally, research shows that focus is maximized when there are 3 groups of information and no more than 5. So keep that in mind.

Sound is strongly tied to our experience of a product and in turn, the perceived efficacy and satiation. Our ears can perceive around 300,000 different sounds that number decreases with age. The brain builds association with these sounds that can be invaluable to packaging.

So how do we make tasty packaging? We dont need to; the brain takes care of that for us. When the brain processes images of melted rich chocolate or a gourmet sounding flavor, the descriptive text instantly triggers the memories of what it is like to consume that particular food. Yet 80% of taste is smell, When we experience taste, we are more often than not, experiencing smell.

Scent is one of our strongest ties to memory and therefore integral in the brand experience. Studies have shown that people can recall a scent with 65 percent accuracy after one year; visual memory sinks to just 50 percent after a few months. Brands use scent

in 3 ways, to actually smell the product (in the case of fragrance or candles), to develop an identity around a scent like Axe, or to trigger the idea of smell.

Studies have shown that the tactile qualities of packaging are key factors in cuing to the brain the quality and value of the product inside, weight being the major factor. Rough textures have been linked to rejection as smooth ones have been linked to appeal. So choose wisely!

The Iceberg Atop Your Shoulders: Neuromarketing in the global economy

By Dr. A. K. Pradeep When I am asked why measuring the brain is so important to marketing success, I often answer with a single statistic: 95%. That figure represents a solid and widely-accepted estimate of how much of our daily decision-making is performed at the subconscious level of our minds. As humans, we are under the constant misapprehension that we make all of our decisions consciously (and ideally with forethought and wisdom, of course!) The truth is actually far different. The portion of our brain functions that involve conscious decision-making is only about 5%; the rest is done on a continuous basis by the iceberg of our subconsciousthat very large portion of our minds that lies submerged below our consciousness. It is critical to understand that we cannot access nor influence those subconscious processesthey are simply beyond our reach, given how our brains are structured and how they function. As I explain in my book, The Buying Brain: Secrets for Selling to the Subconscious Mind, this is actually necessary for our existenceif we were consciously aware of the vast amount of data flowing into our brains every second through our five senses (approximately 11 million bits), and the comparatively tiny amount we can actually process consciouslyabout 40 bits a secondwe would be so overwhelmed that we would be permanently frozen into inaction. Why is this knowledge essential to marketers? Why is measuring the brain the most accurate, reliable, and actionable form of marketing research? For three primary reasons, as well as many others. (In a moment, I will explain three fundamental brain measurement metrics that are critical to understand and leverage for marketing success.) The three primary reasons are that the subconscious is where the core marketing objectives of initial product interest, purchase intent,and brand loyalty are formed. The brain, as I like to describe it, is an incredibly complex series of neural networks. Specific regions and structures many of which perform multiple functionsare interconnected to (if you will pardon the expression) a mind-boggling degree. Today, thanks to the amazing advances that have been made in neuroscience, we understand a great deal

about how these networks operate, and we are able to capture and analy ze the brains responses to stimuli at the subconscious level. Now, we can measure how much attention consumers are paying to a stimulus; to what degree they are emotionally engaged by it; and to what extent they are transferring data into memory. What does that mean for marketing, and marketing research? To use the same phrase, a great deal. Now, we can measurewith extreme precision, because we capture brainwave activity at such enormous volumes, so fast how much attention consumers are paying to a stimulus; to what degree they are emotionally engaged by it; and to what extent they are transferring data into memory. At NeuroFocus, these are what we call our primary NeuroMetrics. They are vital to marketing and marketing research for a very basic reason. If a consumer does not notice much (or even anything) about a stimulus, they will not be emotionally engaged by it. If they are not emotionally engaged by it, they are not likely to remember it. And if they do not remember it, they are not likely to form anintention to buy. In addition to an Overall Effectiveness score, which is developed by combining these three primary NeuroMetrics, we derive three additional measures: purchase intent, novelty, and awareness. By way of explanation, novelty measures the degree to which a stimulus stands outfor example, how well a package design pops out on a store shelf. Awareness is the degree to which messaging is understood. The brain whispers; we listen For marketers and market researchers, the goal has always been to gain the most deep, accurate, and reliable understanding of how consumers respond to stimuli. But conventional forms of market research such as surveys and focus groups have well-known structural flaws and shortcomings. There are basic neurological reasons why this is so. Fundamentally, the way that the human brain is structured and how it functions means that, despite their best intentions, consumers are unable consistently to communicate accurately and reliably about how they truly feel or what they remember about a particular stimulus. When someone is asked a question about something that they experienced, in the course of formulating an answer the brain actually alters the original data it recorded. So it is very difficult to discern accurately and reliably how consumers responded to a stimulus by simply asking them about it. So-called articulated responsesanswers to questions gained through surveys and focus groups are affected by a whole host of factors beyond consumers conscious control. These factors, such as language, education, ethnic and cultural backgrounds, and others can influence and distort articulated responses. A core neurological fact is that when someone is asked a question about something that they experienced, in the course of formulating an answer the brain actually alters the original data it recorded . So it is very difficult to discern accurately and reliably how consumers responded to a stimulus by simply asking them about it. A deep dive to the truth In contrast, EEG-based measurement of responses at the subconscious level of the brain does provide highly accurate, reliable, and actionable data. These measurements are made at such an early stage of the brains reaction to a stimulus that they are not affected (influenced or distorted) by the external factors I mentioned above. The critical advantage for marketers and market researchers is that this data reveals precisely how the consumer responded, across the primary and derived NeuroMetrics I described. Because we measure brainwave activity at 2,000 times a second, across the full brain, using high-density arrays of highly sensitive EEG sensors, and we correlate that massive amount of data with eye tracking and other biometric measurements, we arrive at an extremely detailed and precise picture of just how effective a stimulus is. At NeuroFocus, we concentrate on studying subconscious responses to brands, products, packaging, in-store marketing, and advertising. Within each of those broad categories, we have dozens of neuromarketing products designed to capture even more detailed information. We can analyze the effect that specific attributes have on brand perception (brand lift). We measure the range of price points that consumers will find acceptable. We detect how music impacts advertising performance. We discover how effectively package designs lead to purchase intent. We isolate the specific aspects of a products consumption that create what we call Neurological Iconic Signaturesthe high points registered in the consumers subconscious as he or she actually uses or consumes a product. (These can be extremely valuable applied to everything from product design and formulation to packaging, advertising, and POS marketing). That is just a small sampling of the research studies we conduct for clients on a daily basis in our NeuroLabs around the world. The global mind

Another question I am often asked is, can neuromarketing learnings be applied across borders? The answer is yesand there are two basic reasons for that. The first is based on the neuroscientific fact I cited above. The EGG technology we use captures data very early in what is called the Cognitive Timeline, which is simply the amount of time it takes the brain to: - register a stimulus through one or more of the five senses; - form an initial reaction to that stimulus; - and then formulate a response to that stimulus in the way of motor responses (speech and other muscle movements). Full-brain EEG-based brainwave activity measurement is made at the second (reaction) phase of the Timeline. That stage occurs before the influences of culture, language, education, and other factors come into play. If youre curious about how long the Cognitive Timeline is, in most instances the entire process is over in just one second or so. Our EEG measurements generally occur between 300-500 millisecondsor one-third to one-half a second. The second reason is equally fundamental to the human race. The fact is, our brains are far more alike than they are different. While some differences do existbetween young (childhood and teenage) and older (generally, over 60) brains, and between male and female brains, neurologically our brains are structured and function in a basically uniform fashion. This universality means that research findings from EEG-based neuromarketing studies hold true regardless of national origin or education or language, and the other factors that impact results from traditional market research methodologies. This leads to the answer to another FAQ about neuromarketing: how we can use the sample sizes we do and still gain more precise, reliable, and actionable results than conventional research? The fact is, for the two foundational reasons I explained, EEG-based full-brain measurements require one-tenth the sample size required by conventional techniques. Consider that in the worlds leading neuroscience laboratories, landmark research studies into the brain and its functions commonly use sample sizes of a dozen or so subjects. The results are fully scientifically/statistically validand the same holds true for neuromarketing studies. The whole brain, and nothing but the whole brain (the body need not apply) As neuromarketing continues its rapidly-accelerating rate of adoption by companies worldwide, and various claims are made by one so-called neuromarketing company or another, it becomes increasingly critical for marketers to understand the underlying science. There are two abiding truths to be learned: - there is no substitute for full-brain measurement - the brain makes behavior; the body is a lagging indicator As I described, the brain is a highly complex series of neural networks. These networks connect various structures and regions of the brain. Many of these structures perform multiple functions. The critical thing for marketers to understand is that it is absolutely vital to measure across the full brain. For this reason, the critical thing for marketers to understand is that it is absolutely vital to measure across the full brain. Unless you do measure the full brains responses, you will miss very large amounts of the vital interactions that occur among these networks. Your data is going to be woefully incomplete, and you will not gather nearly enough brainwave activity to render the most accurate, reliable, and actionable results. You will have a far higher ratio of spurious noise (muscle activity) to actual brainwave activity. In fact, depending on how few sensors are used and where they are placed, you may very well end up with largely muscle activity, and little to no actual brainwave activity at all as your database. To put this into stark perspective, at NeuroFocus the amount of data that we routinely discard as this noise (which represent normal artifacts such as eye blinks that are gathered by the EEG sensors during studies) is the same amount of data that one neuromarketing company uses as its entire dataset. The phrase garbage in, garbage out applies well in this instance. The second core point is that measuring directly at the brain is the only reliable means to ascertain how the subconscious is responding to a stimulus. There are companies that proffer various biometric measurements, such as heart and respiration rates, and the claim is that these somehow provide an accurate picture of how the brain is responding in real time. The problem is, those biometric responses can take up to five or more seconds to fully materialize after the brain initially reacts to a stimulus. The actual response rate varies from biological system to biological system; as well as

from individual to individual. One company claims to somehow systematically and reliably link the se varying biometric responses to the brains responses. The simple factand the caveat emptor for marketers considering relying exclusively on biometric measurementsis that there is no such neuroscientifically sound system. It is not possible to establish a consistent temporal link across and between various biological systems responses and the brains. The brain makes behavior; therefore, for the most accurate and reliable results, you must measure directly at the brain (and remember: the full brain!) How to use Neuromarketing Armed with the fundamental knowledge outlined above, how can companies make the most effective use of EEGbased full brain neuromarketing research for marketplace success? Obviously, one could write a book on the subject which I did. But here I will touch upon some key learnings derived from the thousands of neuromarketing studies that we have conducted for clients around the world. These findings are ones which every business can apply almost immediately. Faces are Fundamental: the brain simply loves faces. Following many millennias worth of neurological development and refinement, we are built to search facial expressions for indications of intent. Are you friend or foe? Potential lover/mate? One of our core recommendations to clients is: find ways to focus on faces in your packaging, advertising, in-store displays, and other marketing materials. Your customers brain will (subconsciously) thank you for it. The brain dislikes sharp edges and straight lines. To the limited exten t they exist in nature itself, they represent a threat to the subconscious mind. Curves are Critical: the brain dislikes sharp edges and straight lines. To the limited extent they exist in nature itself, they represent a threat to the subconscious mind. Such features can cut, maim, even killand they automatically invoke what is known as an avoidance response deep in the brain. We are driven away from them, without even being aware of it. How does this apply in the marketing realm? Next trip to the supermarket, take a look at the end capthe arrangement of products at the head and foot of aisles. Note especially the sharp corners of the shelves. This is some of the most prime real estate in the retail realm and it is fundamentally (if unintentionally) designed to drive consumers away. We always recommend to clients that they explore every way they can to create product displays and retail environments that feature curves. The consumers brain will breathe a subconscious sigh of relief. Images on the Left, Words on the Right: The brain is built to prefer this presentation. Apply it to everything from advertising to packaging to website designs and much more. MNEA is Meaningful: The brain prefers four things in particular: motion, novelty, error, and ambiguity. We are built to notice things in motion (in mankinds earliest days, this enhanced our ability to recognize potential prey, and predators). Even in static circumstances (a print ad or POS display, for example), the representation of motion can help attract the brains attention. Similarly, we are built to notice and value novelty. We seek out what is new in our environment, or we pay particular attention to things that stand out in our visual field. Marketers who find ways to make their package designs pop out on the shelf; or who call attention to product features by applying color highlights in an ad; or similar devices that grab our attention will appeal to the subconscious.

The brain loves solving simple puzzles; especially visually-based ones. By injecting a certain element of error in some marketing materials, the brains attention and engagement can be gained. Error seems like an odd thing to recommend for marketing purposes, but the brain loves solving simple puzzles; especially visually-based ones. By injecting a certain element of error in some marketing materials, the brains attention and engagement can be gained. An example I use in The Buying Brain: Secrets for Selling to the Subconscious Mind is a print ad showing a small birds body with a small dogs head attached. The brain does not recognize the existence of such a creature so additional cognitive resources are immediately applied to try to solve this visual puzzle. The result is, more time spent focusing on the ad. The best expression and explanation of the Ambiguity factor can be found in one of the worlds most famous paintings. For centuries the Mona Lisa has captivated our imaginations. Generation after generation has pondered her face and sought to divine the answers to some very basic questions: what is she thinking? Is she smiling, or not? Why? The underlying reason for our fascination is the fact that the brain is intrigued by the less-obvious. We are drawn to try to understand the meaning behind her ambiguous expression. It is, in effect, a puzzle which the brain seeks to solve. So our neuromarketing counsel to clients is: dispense with the smiling models in your packaging and in your ads; a more neutral, ambiguous expression will capture the subconscious interest more. These, and a whole host of other neurological learnings and best practices, underlie and underscore the value of neuromarketing in todays competitively heightened, global marketplace. Knowing, with clarity and confidence, how the subconscious will respond to a new product introduction; a new ad campaign; a revamped logo or package design; the roll-out of in-store marketing materials, and similar big-ticket investments is one of the advantages of applying neuromarketing. The savings, in both time and money, are considerable. The competitive advantage of entering the marketplace certain that your brand, product, packaging, retail marketing, and advertising are going to receive the subconscious acceptance is obvious. The future unfolding Neuromarketing is rapidly coming into its own as the 21st century proceeds. Some exciting advances are being made as I write this. First, neuroscience itself is recording amazing new discoveries about the human brain. Very promising progress is occurring across many fields simultaneously. One which we at NeuroFocus are very interested in is BCI, or Brain Computer Interface. Knowledge of the brains circuitry is being combined with advanced computer science to devise means of marrying the two to help overcome paralysis and locked -in syndrome. In the commercial sector, we have recently unveiled the worlds first neuroscience -based 3D virtual reality in-store research methodology. N-Matrix 3D offers companies the capability of testing consumers subconscious responses to everything from package designs to product and aisle displays, store layout and signage, marketing materials and much more, all in a hyper-realistic environment designed to appeal to the brain as authentic, all without having to set foot in an actual store. This is an example where significant savings can be had, at the same time that the most accurate and reliable research results are obtained.

Another major breakthrough will be in wireless technology, which we are pioneering and will be announcing as this article goes to print. This next generation of EEG-based full-brain neuromarketing research will provide clients with the same superior scientific accuracy as the wired model does now, but will add even greater flexibility and will also make possible whole new applications, which we will also be announcing very shortly. If I have conveyed that neuromarketing is a category on the move, I have succeeded. Companies and consumers stand to reap rewards through better understanding of how the brain responds, and what it loves. About the author

Dr. Pradeep founded NeuroFocus in 2005. Now the company ranks as the world leader in the fast-growing neuromarketing research field, with numerous patents for its advanced technologies and a blue-chip client list representing Fortune 100 companies in dozens of categories. The Advertising Research Foundation honored him with the 2009 Great Minds Award Grand Prize, which recognizes an individual who brings excellence to advertising research in the category of research innovation. He was also named 2010 Person of the Year by the USA India Business Summit for his impressive innovations and achievements in the field of neuromarketing. His new book The Buying Brain: Secrets to Selling to the Subconscious Mind was published in 2010. Dr. Pradeep holds a Ph.D. in engineering from the University of California at Berkeley.

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We conduct and analyse our proprietary online implicit response time tests that capture consumers subconscious responses to help you understand what they really feel and need. From new product development and multisensory optimized pack designs to informed brand positioning and advertising pre-copy testing, brand extensions, media planning, shopper, consumer segmentation and more, our tests yield insights that go far beyond traditional market research tools.

The trouble with market research is that consumers dont think how they feel, they dont say what they think, and they dont do what they say
David Ogilvy

One of the biggest contributions that neuroscience has made to our understanding of the human mind is the role played by the subconscious brain in determining our behaviour. While it may seem that we are conscious of everything that happens around us and in control of our decisions, neuroscientists have discovered that our conscious brain is only aware of a very limited amount of information at any point in time.

Once a behaviour has become well learned, it becomes automated and controlled by subconscious processes. This is highly efficient because it leaves the conscious brain free to concentrate only on what is immediately important. Thats why we are able, for example, to carry out the weekly shopping on autopilot, while holding a conversation on the mobile phone.

And since many of our everyday behaviours are habitual (80% of the time we buy the same brands and cook the same meals each week), they are controlled and carried out by the subconscious brain. But as anyone who has learned to ride a bike can tell you, once a behaviour has been learned and committed to the subconscious, it is extremely difficult for the conscious brain to recall all the rules and reasons about how that behaviour came about making it difficult to teach others by applying rational principles.

The same principles apply when we learn about and understand brands, products and services. Once we have experienced them several times, and they are committed to the subconscious, it is difficult and sometimes impossible to recall the reasons why we like that particular brand, what the perceived benefits were that led to our choice and all the attributes we implicitly associate with it that lie stored deep within the subconscious mind. This doesnt mean that the information and feelings about them dont exist, most certainly they do. The problem that traditional market research methods have is being able to retrieve these thoughts and emotions from the subconscious brain, when consumers themselves dont know.

The subconscious doesnt just store information about things that are extremely familiar to us, it also uses this information about past experiences to shape and determine implicit preferences and biases about new information. We now know that effective advertising communicates to consumers on a deep, emotional level and that successful messages resonate with these subconscious needs and desires.

But what happens when you need to understand how your consumers feel about the brands they buy and the advertisements they are exposed to or their intuitions about how a new product might fare in the marketplace? If consumers themselves dont always know how they feel or what they will do when it comes to purchasing, explicit market research methods such as surveys, questionnaires and focus groups wont help uncover these hidden, unspoken emotions.

This is why Neurosense have developed a range of proprietary implicit tests that can tap into these subconscious drivers of behaviour and find out what consumers really think and feel.

We have many years of expertise in developing and employing neuromarketing tools that help our clients uncover the deep-seated, often subconscious, thoughts, biases and emotions that consumers store in their minds about brands, products, services and marketing campaigns.

We have worked closely with clients since 1999 to develop the worlds largest suite of commercial online implicit speeded res ponse time tests, each specifically designed to address different marketing questions at every stage of the brand journey. From understanding consumers wants and needs and their implicit reactions to new product prototypes to pre-testing the effectiveness of novel packaging designs and advertising campaigns.

As well as our implicit consumer reaction time tests, we have many years of expertise in the use of functional magnetic resonance imaging (FMRI brain scanning) that allows us to measure consumers brain responses to marketing materials (e.g. levels of memory enco ding, emotions, attention and trust) as well as biometric methods that measure their physiological reactions (e.g. levels of arousal via heart rate, skin sweat and respiration).

blog
Judging A Book By Its Cover
October 10, 2013

Packaging can make or break a products reception, give it that extra boost to stand out on the shelf, or help us see an everyday staple commodity in an entirely new light. Heres a list of some of our favorite packages in the innovative -quirky category:

Nobilin Branding crafted this inspired packaging for Medicom Pharma youd be hard-pressed to find anything as eye-catching and dynamic in the pill-packaging world.

An award winning take on a region-specific product, this speaks for itself.

Babees contemporary, refined jarring foregrounds the natural, rich color of their product itself while playfully resembling a honey bee a great move for an organic company that wants project liveliness, approachability, and quality, all at once.

The Bees Knees favors a rustic elegance with its country-style jar, while its creative boxing and the sprinkling of cardboard bees adds a distinctly warm note to the ensemble.

Ikea is well-regarded for its innovative, minimal designs this packaging for a light bulb is just as simple and elegant, going the extra mile for a household necessity usually wrapped up in hard-to-open plastic molds. That its made of an entirely compostable paper also works well for such an eco-conscious, energy-saving bulb.

A great reimagining of a design-staple thats just as functional as its predecessor, and more eco-friendly.

An approach thats both innovative and practical in the way it modulates information to the consumer thats guaranteed to stick out on the shelf.

A lively, vintage design that scores big points for its bold, colorful simplicity.

Colgate once distributed free boxes to pizza parlors, a witty way to co-advertise and turn heads, particularly with the quirky design.

An adorable standout in every regard who wouldnt want to drink this juice?

- See more at: http://www.imagemme.com/blog/judging-a-book-by-its-cover/#sthash.FYVQsGss.dpuf

10 Funny/Creative Packaging Designs

July 22, 2013 | beauty packaging, Brand Development, cosmetic packaging, food packaging, Package Design, Packaging Design

Now you can have individual abdominal muscles bigger than your fists, and carbs!

You dont often see food packaging swarming with fake insects. Then again, you dont often see packaging this sweet

In response to consumer demand, Fazer Vilpuri provided visual instructions on their new packaging.

The Art of Tea is helping their favorite politicians relax, and giving second-degree burns to their least favorite.

Luckily for Kohlberg, even if sex doesnt sell, bread does.

With these Reebok climbing shoes, you can Walk On The Ceiling!!! (No, not really).

A brilliant way to help people exercise, or remind them every time they wash the dishes that they still dont exercise.

Baggy packaging was so 90s.

Rellana Wool has been shearing hipsters for material, apparently.

- See more at: http://www.imagemme.com/blog/10-funnycreative-packaging-designs/#sthash.6vfvZQxY.dpuf