A great product nowadays means little if you are rusty in using out-of-date marketing strategies. Are you aware that you are competing with 300 products per minute?
Bad design will ruin your brand over time, and lousy packaging will make it instantly.
In a strive for success, modern businesses put standard marketing strategies aside and reach for scientifically grounded neuromarketing methods.
This article will explore what to avoid in branding marketing strategies, how to uplift your business, and product design with scientifically proven methods since standard market surveys are gone – or should be.
What do Mountains & Product Designs have in common? They are fantastic for investigation.
You should keep track of that awesomeness with your product design to be meaningful on the market!
During our lifetime, we have had a ton of questions. It is essential to distinguish which are meaningful questions and which are not. I have asked some meaningless questions to clarify this issue among my colleagues.
For example: Why do mountains exist (not how, but why!), or what is the color of cheerfulness? Mountains exist, as Petrarca said in his epistle Ascenus montis Ventosi (Ascent of Mont Ventoux), for the sake of knowing that even something great as a mountain is not much compared with the human soul. That is a poetic insight that can vary.
On the other hand – dwelling upon the color of cheerfulness is wrong since there is an answer. Cheerfulness is yellow – and that is a science-based conclusion!
Fortunately, I did not make likewise mistake of questioning music and its mind-blowing impact on our unconscious mind, predicating meaning and making decisions.
Children love the colors so should You!
One of the latest scientific papers regarding Neuromarketing and Design: ‘Consumer Color Neuromarketing ‘, has shown various aspects of different colors. For example, yellow provides a cheerful, optimistic, and energetic effect. The same study has shown that 100% of participants will become emotionally engaged under the color stimuli (Simbaña & Changuán, 2022). Hence, as you are interested in the success of your product or brand, you should consider what type of meaning, while using colors, you want to reach as an effect.
Does that mean we can intuitively design a product package using the introductory psychology of colors and just put a label on it? Of course not. Imagine at least one successful achromatic brand design.
You are in a race with 300 products. Every minute!
I am sure you have found at least one. Bravo Intention here is to provide blitz evidence on how using colors is not everything you need in your marketing arsenal. Product packaging is more than using different colors. Shape, size, and images have a significant role.
While wandering in a supermarket, consumers may pass up to more than 300 packages per minute. Knowing that all sorts of brands have a difficult task: How to become perceptible and provide more value only through packaging design (Moya, García-Madariaga & Blasco, 2020).
Your business will starve to death while you are occupied with out-of-date marketing surveys.
If using only traditional marketing surveys about one’s product, one must be aware of the current mood of the respondent. Reported answers do not help since they depend on or reflect the consumer’s temporary mood or state when answering.
Just think of a few day-to-day things that affect people in general. It is not the same if a consumer just had lunch or is starving to death! – or whether the consumer had a good night’s sleep or disagreed with a partner. Of course, answers will also be affected.
Answers are relative regarding the consumer’s mood, and those kinds of consumer feedback will only get you far in the product’s most suitable packaging design. Do not worry. We have an alternative.
Stop losing income – employ AI!
Those are strong indicators that imply you must use other methods in your marketing research since you don’t want to accumulate financial losses through poor investigations of consumers’ current moods. Instead increase your income using scientifically proven methods that you can easily find by reaching toward Neuromarketing for an objective status of your product packaging design. After that, you can add classic marketing methods to analyze consumers’ conscious minds. It is essential to remember that human nature is primarily unconscious, while so-called ‘bright consciousness’ makes up only about 5% of the human mind (Bargh & Morsella, 2008).
Neuromarketing does not ask meaningless questions – it observes
Neuromarketing does not ask questions at all. As a scientific discipline, it uses hi-tech to measure consumers’ unconscious minds, which leads to decision-making behavior. It utilizes technology from neuroscience to make conclusions. That is to say, to predict consumers’ behavior. Every successful marketing strategy in modern society needs EEG, Eye-tracking methods, facial coding, galvanic skin response, response testing, etc. For marketers, it is the best strategy to avoid fallacy, which can occur regarding consumers’ moods while questioning the conscious mind.
“Consumers’ attitudes and behaviors are driven by complex factors, many of which operate primarily in the subconscious mind. With the emergence of neuroscience-based methodologies, professional marketers now have viable options for exploring consumers’ minds more deeply than is possible with traditional tools like surveys and focus groups. (…) Consumers today are looking for more personalized and memorable experiences. They are no longer passive onlookers but engage with businesses with a stronger connection and affinity. By experimenting with experiences in new and innovative ways across channels, categories, and partners, brands continue to please their customers, stay relevant, and win. Hence, for evaluating multidimensional concepts, such as brands, a multidimensional approach of combining eye-tracking with EEG should be used.”
– Doc. Dr. Hedda Martina Šola, Director General of ‘The Institute for Neuromarketing’
What is a meaningful marketing study?
To answer this, we will present the findings of a product packaging design study that was carried out at our Institute for Neuromarketing.
A picture of the Imunoalfa packaging from a Facebook post was shown to 55 participants. Respondents sat in front of a screen with eye-tracking sensors installed on the top of the monitor (Gazepoint, GP3 60 Hz) and with a neoprene EEG headband with two electrodes that measured the activity of the right and the left side of the brain. Eye-tracking sensors measured the focus of visual attention and dwell fixation. When increased, activity in the right frontal region suggests avoidance concerning the product design, while left frontal region activity suggests approach behavior.
Briefly: AOI A (area A) had a significantly shorter time to first fixation (TTFF) than other areas. Also, the data suggested that the positions of AOI B and AOI C should be switched so the customers can efficiently recognize the meaning, i.e., the purpose of the product since AOI C was read instantly after the product name – Imunoalfa. Furthermore, a study has shown that 47 out of 55 respondents have read the company’s name. None of the respondents noticed herbs at the base of the packaging (Šola & Mikac, 2022).
Are you aware of why You buy BIO-labeled products?
As you can see above, nothing is meaningless regarding Neuromarketing and Design. Furthermore: As BIO products are gaining popularity, Institute for Neuromarketing recognized that and made THE FIRST real-world study of suitable BIO product design. This scientific paper was recently published in one of the Top Tier Academic Journals. The title is ‘The Impact of BIO-Label on the Decision-Making Behaviour’ (Šola , Gajdoš Kljusurić, and Rončević). It was published in ‘Frontiers in Sustainable Food system.’ If you are engaged in producing BIO products, save yourself the trouble – this paper is for you; find it here.
Stand proudly with Your product with the help of our scientists.
Let us finish this article with the packaging design of the Imunoalfa. After analyzing all the received data from EEG and eye-tracking sensors, scientists from the Institute for Neuromarketing recommended which changes should be implemented regarding packaging design for it to be more perceptible. Information about your product can also be gathered. Measured values would undoubtedly be precious data for you as well. That will be an excellent move for your business – start here!
Bargh, J. A., & Morsella, E. (2008). The Unconscious Mind. Perspectives on Psychological Science, 3(1), 73–79.
Moya, I., García-Madariaga, J., & Blasco, M. F. (2020). What can neuromarketing tell us about food packaging? Foods, 9(12).
Simbaña, L. & Changuán, O. (2022). Consumer color neuromarketing. Journal of Business and Entrepreneurial Studies.
Šola, H. M. (2018). THE INFLUENCE OF NEUROMARKETING ON PRODUCT DEVELOPMENT USING THE EXAMPLE OF PACKAGING DESIGN
Šola, H. M., Gajdoš Kljusurić, J., & Rončević, I. (2022). The impact of bio-label on the decision-making behavior. Frontiers in Sustainable Food Systems, 6.
Šola, H. M. & Mikac, M. (2022.). Testing Product Packaging With the Use of Neuromarketing to Optimize Sales.
Šola, H. M., Kljusurić, J. G., & Roncevic, I. (2022). FIRST STUDY USING REMOTE EYE TRACKING MEASUREMENTS OF BIO-LABELLED PRODUCTS MOBILISE COST Action (CA17106): Mobilising Data, Policies and Experts in Scientific Collections View project Chemometric modeling of content and properties of water, food and beverages View project.
About The Author
Ivan Mesarek MPhil.
After earning a master’s degree in philosophy with an emphasis on scholarly research, his main interests are Philosophy of Mind, Analytical Psychology, Philosophy of Science, and Comparative Religion. Mesarek has worked as a journalist, radio host, and book editor. He is currently a freelance content writer for various IT and digital marketing projects. Using insights from his formal education and research with his passion for understanding the human unconscious, Mesarek is motivated to popularize neuromarketing as an exciting scientific discipline. He recognizes Consumer Neuroscience as valuable for its significant contribution to understanding human unconsciousness and its commercial use, providing all businesses with a beneficial tool to exceed their expectations.