Iggesund – Neuromarketing leads to better packaging design

SWEDEN • How can neuromarketing – using combinations of biometric measuring techniques to analyse consumer reactions – be a tool that makes packaging development more efficient? The answers will be supplied by Iggesund Paperboard and Tobii Pro, a company active in the field of eye tracking, in exclusive seminars targeted at both companies’ customers.

Combining measurements of visual impressions with sensory measurements of packaging’s haptics – how it is experienced when it is held by someone – is ingenious. The psychological concept called “the endowment effect” – that we have difficulty getting rid of things we own – can also be applied to something we are holding in our hand. The more pleasant that experience is, the longer we want to keep on holding it.

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“With eye tracking you can measure customers’ visual attention to and experience with your packaging design, you can test before production to ensure you get the wanted result and catch the consumer’s eye in the store. The majority of shoppers’ decisions are made in store therefore capturing the shopper’s attention and interest through effective packaging formats is key in a competitive market landscape,” explains Ali Farokhian, who heads up the research consultancy team Tobii Pro Insight at Tobii. “Getting it wrong can be quite expensive – both in the form of direct costs when you have to redo designs and material and of course in the form of lost revenues.”

“Consumers often function on autopilot, so the key issue is how to arrive at a design that captures attention and interest in a relevant way, persuading the consumer to dare to try something new. In the hunt for the optimal solution, we are offering a powerful tool,” Ali continues.

Clemson University in South Carolina, USA, offers a highly ranked educational programme in packaging expertise. The university have built a laboratory there equipped with eye tracking tools from Tobii Pro, a store environment where types of packaging can be tested.

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