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Una buena presentación de cómo funcionan nuestras elecciones desde el punto de vista cognitivo, de cómo podemos aplicar las técnicas del neuromarketing a la publicidad y el diseño online

Una buena presentación de cómo funcionan nuestras elecciones desde el punto de vista cognitivo, de cómo podemos aplicar las técnicas del neuromarketing a la publicidad y el diseño online

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Neuro packaging presentation Presentation Transcript

  • 1. Neuropackaging: There is more to packaging than pretty October 12, 2012
  • 2. PARTNERS IN CRIME
  • 3. WHATWEDO From pretty POWERFUL Cultivating brand experiences through true human connections that drive trial, loyalty and revenue.
  • 4. CONTENTS 40 Slides 7 Takeaways 1 Case study Get consumers to better connect with your packages and products to drive trial & loyalty.
  • 5. What Neuropackaging Means to us
  • 6. Over 95% of purchase decisions are made subconsciously – NeuroFocus, A Nielson Company
  • 7. Topic 1: How Decisions Are Made
  • 8. Communicate to the Decision Maker
  • 9. “ When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” – Dale Carnegie, American Author & Lecturer
  • 10. VS
  • 11. Topic 2: Feed The Senses
  • 12. How much do you think our conscious mind processes per second? “ Our senses are taking in about 11 million bits of information every second.” – Pradeep, A.K. The Buying Brain
  • 13. SIGHT “ The most powerful aspect of the reptilian brain is the fact that it is able to process visual stimuli without the use of the visual cortex. This is why we prefer images over words and experiences over explanations.” - Antonio Damasio, neurologist
  • 14. SIGHT COLOR ORIENTATION INTENSITY DENSITY SIZE STIMULATION INTERSECTION ATTRACTION TEXT text
  • 15. SOUND
  • 16. TASTE
  • 17. SMELL
  • 18. TOUCH
  • 19. Topic 3: Control The Context
  • 20. “ Humans evolved brains that are pattern-recognition machines, adept at detecting signals… amid a very noisy world.” – Michael Shermer, Scientific America
  • 21. Internal Context
  • 22. External Context
  • 23. Topic 4: Maximize The Value
  • 24. BEFORE AFTER 10% Increase in year over year growth -Hornall Anderson
  • 25. VS Clear Value Proposition
  • 26. Topic 5: Hone The Message
  • 27. “ In a recent study, nearly 75% of respondents reported making credibility judgments based on the content presentation.” – Vanden, Bergh & Katz, Choice, Challenge, Change
  • 28. Keep it Simple Stupid
  • 29. Focus on The Audience
  • 30. Topic 6: Mind The Environment
  • 31. “Products that trigger subconscious feelings of disgust or delight can alter consumer perceptions of surrounding products.” – Roger Dooley, Brainfluence
  • 32. Manage positives and negatives Would you buy these cookies?
  • 33. Preserve your appeal
  • 34. Topic 7: Own Your Values
  • 35. &
  • 36. &
  • 37. “ &
  • 38. CASE STUDY: Real World Example
  • 39. BEFORE AFTER Miller Neuropackaging redesign to drive shelf performance -Data by Nielsen
  • 40. Direct Benefit brings forth the nutritional benefit Yellow & Green represent a more natural & light beer Silver Foil used only around edges Harmonious Choice of Fonts (two fonts vs. three)Uniform image behind text Clear Bottle beer is visible Name Visible on back of bottle reinforces product purity Lime Visual conveys freshness & authenticity of flavor Brain Insights Drove New Design
  • 41. 0.0 -0.1 -0.2 -0.3 -0.4 -0.5 -0.6 -0.7 2008 2009 Volume % Change 2010
  • 42. Let’s Discuss For additional questions or if you would like a copy of this presentation please e-mail us at: info@imagemme.com