One of the key factors when launching products on the market is packaging. It often presents a challenge, as packaging that sells must consider multiple aspects. Studies show that well-designed packaging can increase sales by up to 30%.
How can we create packaging that perfectly fits our target audience, evokes emotions, and boosts product sales? The answer lies in the science and psychology of design, which we will focus on in this article.
Key principles of neurodesign in dackaging design
Neurodesign is an interdisciplinary approach that combines principles of neuroscience with the design process to create products that evoke desired emotional and behavioral responses in consumers. In the context of packaging design, neurodesign examines how various visual elements influence consumer perception, emotions, and purchasing decisions.
COLOR
- Color Psychology: Colors can evoke different emotions and associations. For example, red can suggest excitement and energy, while blue is associated with calmness and trust. For more on this, refer to our article https://purells.com/en/the-significance-of-colours-in-cosmetics-packaging-what-should-you-knoww/
- Contrast and Legibility: High contrast between text and background enhances readability and attracts consumer attention.
SHAPE AND FORM
- Symmetry and Asymmetry: Symmetrical designs are often perceived as more attractive and harmonious, while asymmetry can create interest and dynamism.
- Rounded vs. Angular Shapes: Rounded shapes are generally perceived as more friendly and pleasant, while angular shapes can be seen as more modern and bold.
TYPOGRAPHY
- Readability: Simple, easy-to-read fonts are crucial for conveying information on packaging.
- Style and Character: The type of font used can influence brand perception—elegant fonts may suggest luxury, while more casual and playful fonts can be associated with youth and creativity.
IMAGES AND GRAPHICS
- Representativeness: Images should relate to the product and brand, helping consumers quickly understand what is being offered.
- Emotions: Photos of people or scenes that evoke positive emotions can increase the attractiveness of the product.
TEXTURES AND MATERIALS
- Touch: The physical properties of packaging, such as texture, can affect the perceived quality of the product. Smooth, soft surfaces may suggest luxury, while rougher textures might be associated with ecology and naturalness.
VISUAL HIERARCHY
- Prioritization of Information: The most important information should be the most visible. Using different font sizes, colors, and placements helps guide consumer attention.
NEUROMARKETING
- EEG and fMRI Studies: Utilizing technologies like electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) to understand how the brain responds to different packaging elements allows for optimizing design for maximum appeal.
Where can neurodesign be used?
Considering the above points and adhering to the principles of neuromarketing, neurodesign can be applied in the following areas:
MARKET SEGMENTATION
- Personalization of Packaging: Understanding the preferences of different consumer segments allows for the creation of packaging tailored to specific target groups. Different packaging strategies will be used for Generation Z compared to Millennials.
PROTOTYPE TESTING
- A/B Testing: Comparing different versions of packaging to identify which ones elicit the most positive reactions. This allows for selecting the packaging that consumers like the most.
PACKAGING VERIFICATION
- Evaluation of Reactions: Checking whether the packaging evokes the expected reactions and resonates with the target audience. Analyzing which elements of the packaging attract attention and which are less significant enables the introduction of appropriate changes.
Neuromarketing Research
Neuromarketing research plays a crucial role in understanding how consumers react to various packaging elements on a neurological level. By using advanced technologies such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and eye-tracking, it is possible to explore hidden brain processes and emotional responses of consumers. These studies allow us to understand the emotions our packaging elicits.
Conclusions
Neurodesign in packaging design leverages advanced knowledge from neuroscience to create packaging that not only catches the eye but also evokes appropriate emotions and influences consumer purchasing decisions. By understanding how different visual elements affect the brain, we can design packaging that is more effective, engaging, and stands out from the competition. By applying the principles of neurodesign, we create packaging that is not only aesthetically pleasing but, more importantly, effectively sells your product.
