Neuropackaging:There ismore to packagingthan prettyOctober 12, 2012
PARTNERS    IN  CRIME
WHATWEDO  From   pretty                      POWERFULCultivating brand experiences through true humanconnections that driv...
CONTENTS40 Slides 7 Takeaways 1 Case studyGet consumers to better connect with yourpackages and products to drive trial & ...
WhatNeuropackagingMeans to us
Over 95% of purchase decisionsare made subconsciously– NeuroFocus, A Nielson Company
Topic 1:HowDecisionsAre Made
Communicateto theDecision Maker
“ When dealing with people,  remember you are not  dealing with creatures of  logic, but with creatures  of emotion.” – Da...
VS
Topic 2:FeedTheSenses
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    wi...
SIGHT COLOR               ORIENTATION          DENSITY                  STIMULATION          ATTRACTION         INTENSITY ...
SOUND
TASTE
SMELL
TOUCH
Topic 3:ControlTheContext
“ Humans evolved brains that are  pattern-recognition machines,  adept at detecting signals…  amid a very noisy world.” – ...
InternalContext
ExternalContext
Topic 4:MaximizeTheValue
BEFORE                         AFTER10% Increase in year over year growth            -Hornall Anderson
VSClear Value Proposition
Topic 5:HoneTheMessage
“ In a recent study, nearly 75% of respondents reported making credibility judgments based on the content presentation.” –...
Keep itSimple Stupid
Focus onThe Audience
Topic 6:MindTheEnvironment
“Products that trigger subconscious feelings of disgust or delight can alter consumer perceptions of surrounding products....
Manage positivesand negatives                   Would you buy these cookies?
Preserve yourappeal
Topic 7:OwnYourValues
&
&
“    &
CASE STUDY:RealWorldExample
BEFORE                        AFTERMiller Neuropackaging redesign to     drive shelf performance           -Data by Nielsen
Direct Benefit                                              brings forth theYellow & Green                                ...
0.0-0.1-0.2-0.3-0.4-0.5-0.6-0.7       2008    2009         2010          Volume % Change
Let’s Discuss                For additional questions                or if you would like a                copy of this pr...
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Imagemme Neuropackaging Presentation

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Recently, we had the great honor of presenting our thoughts on neuropackaging at The Dieline Forum in Los Angeles.

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Imagemme Neuropackaging Presentation

  1. 1. Neuropackaging:There ismore to packagingthan prettyOctober 12, 2012
  2. 2. PARTNERS IN CRIME
  3. 3. WHATWEDO From pretty POWERFULCultivating brand experiences through true humanconnections that drive trial, loyalty and revenue.
  4. 4. CONTENTS40 Slides 7 Takeaways 1 Case studyGet consumers to better connect with yourpackages and products to drive trial & loyalty.
  5. 5. WhatNeuropackagingMeans to us
  6. 6. Over 95% of purchase decisionsare made subconsciously– NeuroFocus, A Nielson Company
  7. 7. Topic 1:HowDecisionsAre Made
  8. 8. Communicateto theDecision 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:FeedTheSenses
  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 DENSITY STIMULATION ATTRACTION INTENSITY SIZE INTERSECTION TEXT text
  15. 15. SOUND
  16. 16. TASTE
  17. 17. SMELL
  18. 18. TOUCH
  19. 19. Topic 3:ControlTheContext
  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. InternalContext
  22. 22. ExternalContext
  23. 23. Topic 4:MaximizeTheValue
  24. 24. BEFORE AFTER10% Increase in year over year growth -Hornall Anderson
  25. 25. VSClear Value Proposition
  26. 26. Topic 5:HoneTheMessage
  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 itSimple Stupid
  29. 29. Focus onThe Audience
  30. 30. Topic 6:MindTheEnvironment
  31. 31. “Products that trigger subconscious feelings of disgust or delight can alter consumer perceptions of surrounding products.”– Roger Dooley, Brainfluence
  32. 32. Manage positivesand negatives Would you buy these cookies?
  33. 33. Preserve yourappeal
  34. 34. Topic 7:OwnYourValues
  35. 35. &
  36. 36. &
  37. 37. “ &
  38. 38. CASE STUDY:RealWorldExample
  39. 39. BEFORE AFTERMiller Neuropackaging redesign to drive shelf performance -Data by Nielsen
  40. 40. Direct Benefit brings forth theYellow & Green nutritional benefitrepresent a morenatural & light beer Silver Foil used only around edges Harmonious ChoiceClear Bottle of Fonts (two fonts vs.beer is visible three)Uniform image behind textName Visibleon back of bottle Lime Visualreinforces product conveys freshness &purity 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 2010 Volume % Change
  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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