The document discusses the concept of neuropackaging, highlighting the importance of emotional connections and sensory engagement in consumer decision-making. It presents key insights on how context, messaging, and design can influence purchase behavior, supported by case studies and statistics. The ultimate goal is to leverage neuropsychological principles to enhance brand experience and drive customer loyalty.

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