Neuro packaging presentation

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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

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Neuro packaging presentation

  1. 1. Neuropackaging: There is more to packaging than pretty October 12, 2012
  2. 2. PARTNERS IN CRIME
  3. 3. WHATWEDO From pretty POWERFUL Cultivating brand experiences through true human connections that drive trial, loyalty and revenue.
  4. 4. CONTENTS 40 Slides 7 Takeaways 1 Case study Get consumers to better connect with your packages and products to drive trial & loyalty.
  5. 5. What Neuropackaging Means to us
  6. 6. Over 95% of purchase decisions are made subconsciously – NeuroFocus, A Nielson Company
  7. 7. Topic 1: How Decisions Are Made
  8. 8. Communicate to the Decision Maker
  9. 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. 10. VS
  11. 11. Topic 2: Feed The Senses
  12. 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. 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. 14. SIGHT COLOR ORIENTATION INTENSITY DENSITY SIZE STIMULATION INTERSECTION ATTRACTION TEXT text
  15. 15. SOUND
  16. 16. TASTE
  17. 17. SMELL
  18. 18. TOUCH
  19. 19. Topic 3: Control The Context
  20. 20. “ Humans evolved brains that are pattern-recognition machines, adept at detecting signals… amid a very noisy world.” – Michael Shermer, Scientific America
  21. 21. Internal Context
  22. 22. External Context
  23. 23. Topic 4: Maximize The Value
  24. 24. BEFORE AFTER 10% Increase in year over year growth -Hornall Anderson
  25. 25. VS Clear Value Proposition
  26. 26. Topic 5: Hone The Message
  27. 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. 28. Keep it Simple Stupid
  29. 29. Focus on The Audience
  30. 30. Topic 6: Mind The Environment
  31. 31. “Products that trigger subconscious feelings of disgust or delight can alter consumer perceptions of surrounding products.” – Roger Dooley, Brainfluence
  32. 32. Manage positives and negatives Would you buy these cookies?
  33. 33. Preserve your appeal
  34. 34. Topic 7: Own Your Values
  35. 35. &
  36. 36. &
  37. 37. “ &
  38. 38. CASE STUDY: Real World Example
  39. 39. BEFORE AFTER Miller Neuropackaging redesign to drive shelf performance -Data by Nielsen
  40. 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. 41. 0.0 -0.1 -0.2 -0.3 -0.4 -0.5 -0.6 -0.7 2008 2009 Volume % Change 2010
  42. 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

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