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Recently, we had the great honor of presenting our thoughts on neuropackaging at The Dieline Forum in Los Angeles.
Citation preview
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
“
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?
“
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
“
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
“
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
“
Manage positives and negatives
Would you buy these cookies?
Preserve your appeal
OwnYourValues
Topic 7:
&
&
“ &
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
For additional questions or if you would like a copy of this presentation
please e-mail us at: [email protected]