There ismore to packagingthan pretty

Neuropackaging:

October 12, 2012

PARTNERSIN

CRIME

From pretty POWERFUL

Cultivating brand experiences through true human connections that drive trial, loyalty and revenue.

WHATWEDO

CONTENTSGet consumers to better connect with your packages and products to drive trial & loyalty.

40 Slides 7 Takeaways 1 Case study

WhatNeuropackagingMeans to us

Over 95% of purchase decisions are made subconsciously – NeuroFocus, A Nielson Company

HowDecisionsAre Made

Topic 1:

Communicateto theDecision Maker

When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” – Dale Carnegie, American Author & Lecturer

Be Emotional

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VS

FeedTheSenses

Topic 2:

Our senses are taking in about 11 million bits of information every second.”

– Pradeep, A.K. The Buying Brain

How much do you thinkour conscious mindprocesses per second?

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SIGHTThe 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

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SIGHTtext

COLOR ORIENTATION DENSITY STIMULATION ATTRACTION

INTENSITY SIZE INTERSECTION TEXT

SOUND

TASTE

SMELL

TOUCH

ControlTheContext

Topic 3:

Humans evolved brains that are pattern-recognition machines, adept at detecting signals…amid a very noisy world.” – Michael Shermer, Scientific America

“

InternalContext

ExternalContext

MaximizeTheValue

Topic 4:

BEFORE AFTER

BEFORE/AFTER10% Increase in year over year growth-Hornall Anderson

VSClear Value Proposition

Hone TheMessage

Topic 5:

In a recent study, nearly 75% of respondentsreported making credibility judgments basedon the content presentation.” – Vanden, Bergh & Katz, Choice, Challenge, Change

Credibility Before Claims

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Keep itSimple Stupid

Focus onThe Audience

MindTheEnvironment

Topic 6:

Products that trigger subconscious feelings of disgust or delight can alter consumer perceptions of surrounding products.” – Roger Dooley, Brainfluence

Cultivate Associations

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Manage positives and negatives

Would you buy these cookies?

Preserve your appeal

OwnYourValues

Topic 7:

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&

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RealWorldExample

CASE STUDY:

BEFORE AFTER

CASE STUDYMiller Neuropackaging redesign todrive shelf performance

-Data by Nielsen

CASE STUDYBrain Insights DroveNew Design

Lime Visualconveys freshness & authenticity of flavor

Harmonious Choiceof Fonts (two fonts vs. three)Uniform image behind text

Silver Foilused only around edges

Name Visibleon back of bottlereinforces productpurity

Clear Bottlebeer is visible

Yellow & Greenrepresent a morenatural & light beer

Direct Benefitbrings forth the nutritional benefit

CASE STUDYVolume % Change

2008 2009 2010

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Let’s Discuss

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