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Neuropackaging:

There is
more to packaging
than pretty
October 12, 2012
PARTNERS
IN
CRIME
WHATWEDO
From

pretty

POWERFUL

Cultivating brand experiences through true human
connections that drive trial, loyalty an...
CONTENTS
40 Slides 7 Takeaways 1 Case study
Get consumers to better connect with your
packages and products to drive trial...
What
Neuropackaging
Means to us
Over 95% of purchase decisions
are made subconsciously
– NeuroFocus, A Nielson Company
Topic 1:

How
Decisions
Are Made
Communicate
to the
Decision Maker
“ When dealing with people,
remember you are not
dealing with creatures of
logic, but with creatures
of emotion.”
– Dale C...
VS
Topic 2:

Feed
The
Senses
How much do you think
our conscious mind
processes per second?
“ Our senses are taking in
about 11 million bits of informa...
SIGHT
“ The most powerful aspect of the
reptilian brain is the fact that it is
able to process visual stimuli
without the ...
SIGHT
COLOR

ORIENTATION

INTENSITY

DENSITY

SIZE

STIMULATION

INTERSECTION

ATTRACTION

TEXT

text
SOUND
TASTE
SMELL
TOUCH
Topic 3:

Control
The
Context
“ Humans evolved brains that are
pattern-recognition machines,
adept at detecting signals…
amid a very noisy world.”
– Mic...
Internal
Context
External
Context
Topic 4:

Maximize
The
Value
BEFORE

AFTER

10% Increase in year over year growth
-Hornall Anderson
VS
Clear Value Proposition
Topic 5:

Hone
The
Message
“ In a recent study, nearly 75% of respondents

reported making credibility judgments based
on the content presentation.”
...
Keep it
Simple Stupid
Focus on
The Audience
Topic 6:

Mind
The
Environment
“Products that trigger subconscious
feelings of disgust or delight can alter
consumer perceptions of surrounding
products....
Manage positives
and negatives

Would you buy these cookies?
Preserve your
appeal
Topic 7:

Own
Your
Values
&
&
“

&
CASE STUDY:

Real
World
Example
BEFORE

AFTER

Miller Neuropackaging redesign to
drive shelf performance
-Data by Nielsen
Direct Benefit
brings forth the
nutritional benefit

Yellow & Green
represent a more
natural & light beer

Silver Foil
use...
0.0
-0.1
-0.2
-0.3
-0.4
-0.5
-0.6
-0.7

2008

2009

Volume % Change

2010
Let’s Discuss

For additional questions
or if you would like a
copy of this presentation
please e-mail us at:
info@imagemm...
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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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Transcript of "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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