In this blog post, we explore a recent article from Packaging Digest on Neurodesign, the new frontier of packaging and product design. Neurodesign is so important to why we use eye tracking technology to help our clients understand their package design at the shelf. Eye tracking gives us the ability to understand how and why consumers purchase products based on their packaging. Below are a few of the key insights from the article from Packaging Digest.
What is “Neurodesign”?
The field of neurodesign developed off of all of the advancements in cognitive neurosciences over the past 20 years. We understand more about the human brain than anytime in the history of humanity. We are now able to better understand how the mind affects our behavior. Neurodesign feeds off of the new understanding of behavior to help us create products and packages that are more intuitive experiences for customers. The big reason why neurodesign is so important is because most people can’t tell you why they liked a product or purchased it. Many times their answer is not even a reflection of the actual design.
Science and Design?
For a long time, design has been seen as a creative process that only a few could really develop something to attract customers needs and desires. Design is always going to be a creative process, but science and big data should be apart of that process. Research is so essential to moving in the right direction. You may come up with most beautiful design, but if people’s brains don’t think so, then who cares! Neurodesign tools help designers better understand people and how they interpret and navigate the products.
Package Design Research is Crucial
The package is the last effort to convince consumers of your value whether it’s online or in the store. Package design research using neurodesign tools can help you understand those important visual cues that trigger people’s brains. It’s important for brands to find those packaging features that activate customers to take action. There are a few key tips to understand when working with a neurodesign firm like Package InSight.
1. Perception is Always Multisensory
Perceptions of products and packaging are made up of a combination of the senses. Color, shape, odor, tactile feel, and sound can contribute to the way a consumer perceives a product or package. From our perspective, our eyes are the ultimate tell of how we perceive packaging and products in the store. Our eyes send signals faster to our brain than other senses and use our subconscious more than any other senses. Designers must focus on understanding the subconscious visual cues that our eyes are telling our brains.
2. Emotional Reactions
Have you ever heard the saying, ” Go with your gut.”? Emotional reactions are a result of information overload in our neurosystem and cognitive processes. Our brains move backward to a comfortable state where we had an emotional connection first. Packaging Digest uses the example of the choice between 2 competing products. Time and time again, we choose the product that we have the first physiological reaction with at the shelf. Package designers will see more engaged, loyal consumers when they pay attention to how their designs promote physiological reactions.
3. Tactile Information
Neuroscience consistently supports the importance of touch and feeing in how we perceive and feel about decisions. Packages that allow customers to touch the product before they buy it understand the validity of tactile information. Always consider touch when developing your next new package or product design.
Package InSight Can Be Your Neurodesign Partner
Photo: Tobii Eye Tracking
Our team has been at the forefront of neurodesign in packaging research for over 8 years. We developed our methodology out of research from Dr. Andrew Hurley at Clemson University. Package InSight is a fully integrated package design company from ideation to rapid prototyping to testing. We are specialized in helping consumer packaged good companies test confidential package designs using eye tracking technology in our retail lab. For more information about our process and some of our past work, download some of our case studies.