The difference between a successful product and one left on the shelves is often how the packaging looks. This has to do with the buyers’ habits, their preferences and personal situation. At packagingnews.co.uk, Chris Peach describes how the consumer’s subconscious also plays a significant role. In his article “How consumer neuroscience can help to optimise pack design”, he explains that it takes us half an hour in a supermarket on average to see up to 40,000 different products. Peach uses neuroscientific investigation to better understand how this affects purchasing decisions.
“Knowing how people consciously view items has its place, but an approach integrating methodologies from consumer neuroscience is undoubtedly where package testing is headed.”
– Chris Peach
Chris Peach is head of Packaging and Design at market research agency Marketing Sciences Unlimited.