Logo position, colours, font, shape and symmetry of the package, specification layout… All these packaging details may at first appear as secondary. Yet many studies prove they can impact customers’ unconscious perceptions. As these perceptions are unconscious, customers typically are not capable of expressing them clearly when assessing packages. Professionals are then likely to miss crucial insights with important marketing consequences.
NEUROMARKETING OPTIMISATION OF PACKAGING
Scientific literature about consumer psychology provides evidence that many features of products’ packaging influence people.
For instance, customers show increased purchase intentions for pasta packaging where their transparent window has a shape of a circle rather than a rectangle. A chocolate bar with a symmetric package design is perceived as more readable. Also a symmetrical product is perceived to be of higher quality than when the package design is asymmetric. Should you want your Champagne to be perceived as modern and authentic? Then create a label with a simple design. You would like it to emphasize cheerfulness and sophistication? Then design a more complex label.
A neuromarketing approach enables to adjust packaging’s features so as to align customer perception with brand values. Customer studies then help to check that people’s perceptions have been properly anticipated.
CUSTOMER STUDIES BOOSTED BY NEUROSCIENCE
In traditional customer studies, people’s statements and intentions often differ from their actual behaviour. Customers tend to provide answers that display their brighter side (aka social desirability bias). The justification they give for their answers is often wrong. This list of traditional customer study biases could go on and on…
Customer studies based on behavioural science help to avoid the biases of traditional studies. This leaves you with clear answers about how different versions of a product’s packaging are perceived.
A neuromarketing approach to packaging is truly innovative as it allows you to increase your product’s perception of quality, or to decrease price perception. In both cases, an increase in purchase intention is not only hoped for, but genuinely predictable.
Following the successes of CogniMenu and CogniSales, we created CogniPackaging, the latest neuromarketing service from ANALYTICA. CogniPackaging uses rigorous scientific studies to help you conceive your packaging and then to perform consumer tests about its performance. Our role is to optimise your packaging’s features and influence customers’ perceptions, judgments and intentions. This unique tool is more reliable than using intuition or chance when designing your packaging.
Behavioural sciences applied to packaging is the most efficient means to improve the efficiency of your marketing and product strategy.
ABOUT THE AUTHOR:
A former academic and behavioural sciences expert, Dr Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA created CogniSales, a neuromarketing sales service, CogniMenu, the first new-generation menu engineering service, Predicta Sports, a science-based talent identification tool for predictive recruitment in sports, and the neuromarketing service applied to packaging CogniPackaging.