Packaging is one the most important things in terms of consumer’s reaction when he first meets the product. So, what does neuromarketing tell about packaging?
Differentiation became one of the most important things in today’s marketing world and to do that packaging plays a crucial role. Package determines the impression when the consumer meets your product for the first time. Brand’s vision, the importance that it gives to its job and to its client is offered in a nutshell to the consumer through the packaging. Today, we will discuss neuro design and packaging to create a more effective design.
According to the CEO of CB Design Solutions Zdenek Kucera, if the package helped the consumer to handle the product, the consumer will buy it %70. Also, he added that the percentage is higher when it comes to kids.
It is obvious that the lowest budget is reserved for the packaging. But, brands should ask themselves ‘’how can i offer my product with the most effective and true way’’ instead of ‘’how can we do that with the cheapest way.’’ The story of brand improved themselves with that point of view is highly valuable.
At that point, Absolut Vodka might be a good example. The package design and the applications of it to print ads helped Absolut to step up.
Every font, color, information affect the consumer buying decision process but how?
Let’s give an example about the visuals on the package designs. Imagine a biscuit package. The bitten biscuits located on the package causes the consumer’s interest to focus on the biscuit and not the writings. At that point, what brand wants to emphasize is important but an incorrect design might fail when it comes the give the brand’s message to the consumer.
Another example is about cognitive load. Too many information on the package cause consumers to experience and intense cognitive load instead of emotional load. That intense message flow fails because today’s consumer decides with their emotions not rationally. So he might decide not to buy the product in some cases.
To learn more about the simplicity in the design, you can read the article ‘Neuro Design And Importance Of Simplicity.’
Another example is about the geometrical shapes used on packages. According to research, consumers are more positive on the curved lines and pointy edges instead of straight lines and sharp edges.
The final example is about colors. Colors have many effects on humans. While choosing a color you may also choose how the consumer will feel when he looks at it. According to research, consumers react positively to matte colors instead of shining colors. Or, if you present a product for professional, dark blues is the color.
All these information are hard to collect with conventional surveys because these are the unconscious decisions as a consumer, we are not aware of it.
While preparing the package design, two things should be considered.
1. How the product differentiate from other brands with its package design?
2. What kind of design would make the product more attractive?
Designs that give the right answer to these question will be successful.
Neuromarketing provides positive and negative information about the designs with the tests that are made with the target audience. After, the brand and designer should revise its design according to these insights provided thanks to neuromarketing tests. That is how they find answers to these questions.
As Designneuro, we prepare the package designs according to neuromarketing principles and we take advantage of the experience we had and the scientific research we are in. We are trying to provide the most accurate service to our clients.
Now, we can understand both what and why the consumer buys thanks to neuromarketing methods. But how neuromarketing is trying to understand customers?