Identify the most appealing packaging design

Business Context

Modern retail has grown by leaps and bounds over the last half decade. While this has opened massive opportunities for brands it has also led to increased competition for aisle space. For FMCG brands this places an additional emphasis on packaging. FMCG packaging must capture consumer attention in-store and online. Facing this challenge as well as being continually let down by the biased and incomplete nature of traditional research a leading FMCG brand approached decrypt to identify the best fit packaging for their brand SKUs.

Research Approach

Packaging like any design has a massive impact on the subconscious mind and 95% of decisions and preferences are made subconsciously. Traditional methods often fail to capture the subconscious responses of consumers to packaging, leading to gaps in understanding visual appeal, emotional engagement, and purchase intent. Hence using traditional research approach for this project was futile. Decrypt used its neuromarketing AI solution Dialogue for this exercise. Dialogue combined eye-tracking, and EEG (Electroencephalography) to measure subconscious consumer reactions like attention, emotional arousal, and cognitive load when interacting with packaging designs. The packs were shown digitally in sequential monadic method.

Neuromarketing Image

Deliverables & Client Benefit

Dialogue insights helped decipher how packaging elements such as colors, fonts, shapes, and layouts impact consumer perception, engagement, and memory recall. This helped the brand identify the best fit packaging.

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