Packaging isn’t simply a means to consumption – it’s part of the product experience. For this reason it is not surprising that packaging design is getting more and more attention.

Neurodesign is a study of design aspects that our brains find more appealing naturally. It can help packaging designers to create more effective packaging and to understand what materials should be used to elicit certain behaviors, perceptions and emotions in the behavior of consumers. Interestingly, a successful package is likely to be the one that activates the most of our brain network.

With the help of neurodesign, the most successful brands are able to make consumers buy their products before they have even realized it.

At Apple, for instance, Steve Jobs had a room dedicated to nothing but opening boxes. More specifically, in this room package designers for Apple spent their days going through hundreds of box designs.

“Packaging can be theatre, it can create a story”

Jonathan Ive, Apple’s Chief Design Officer

After a 2-year neurodesign study, Campbell Soup announced changes to its condensed soup labels and shelf displays. The company analyzed changes in consumers’ skin moisture, heart rate and other biometrics as they viewed pictures of bowls of soup, logos and other gustatory stimuli. This extensive research offered many things that savvy design or consumer feedback alone could not have predicted.

Another well-prepared promotion is the Heineken Tactile Can which has a special ink applied onto it to simulate condensation on the can. It should not only keep your beer from slipping out of your hands when being out of the fridge for a while, it should also help to tap into consumers’ sense of touch, which is one of the most important sensory modality in driving consumer behavior.


Written by

Liudmila Pape