Refine packaging design through neuroscience

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Refine packaging design through neuroscience

Felicetta Ortica, Thom Noble and Darren BridgerTesco UK and NeuroStrata

New mind-science research techniques are uncovering a deeper and richer understanding of the role of packaging in shaping consumer perception and triggering purchase.

The past decade of advances in neuroscience have reinforced the prevailing contention that the vast majority of our perceptions, decisions and behaviour are driven not by our logical, rational, claimed motivations, but by our non-conscious, emotion-led brains. As a result, more and more areas of behavioural and marketing research are adopting new science-led approaches and tools that allow us to measure...

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