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How Package Designers Use Science to Influence Your Subconscious Mind

How Package Designers Use Science to Influence Your Subconscious Mind | Cool Stuff | Scoop.it

How do you sell shoppers on duck, a product that’s served in many restaurants but that many people do not feel comfortable cooking at home?

 

That was the challenge for U.K.-based design consultancy Elmwood after packaged-foods maker Gressingham Foods asked it to recast its brand identity as premium but accessible.

 

Elmwood uses biomotive triggers in its designs, arguing that certain graphic elements conjure instinctive responses from consumers. A cusp shape (think a shark fin or horns) conveys fear or caution, while curves represent softness and comfort. Elmwood’s clients also include Walmart, Schweppes, and Saucy Fish Co.

 

While neuromarketing is gaining favor (it’s also the topic of a Starcom MediaVest Group/TED event at Cannes Lions this year), most marketing efforts still forgo the subconscious in favor of targeting the rational mind.


Via Russ Merz, Ph.D.
Tim Smith's insight:

Package designers are similar to copywriters.  Understanding the mind and how we are influenced is a key component to selling.

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Russ Merz, Ph.D.'s curator insight, June 18, 5:55 PM

While reading this article, it seemed like I was back in grad school learning about Ernst Dichter the guru of the #motivationresearch and his theories about subconscious motivation. Is the past being repeated again?

Michael Allenberg's curator insight, June 19, 8:21 AM

Persuasive design & User Experience is NOT limited to digital life and interface interactions...

Mike Donahue's curator insight, June 19, 10:13 AM

Insightful article that offers more evidence of the value and importance of go straight for emotional responses from the user.

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The St. Regis Bora Bora Resort : Bora Bora, French Polynesia : Daily Escape : Travel Channel

Sprawling over 44 acres, the vibrant St. Regis Bora Bora Resort entices visitors with its exotic appeal and plush offerings. #dailyescape
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Rescooped by Tim Smith from Integrated Brand Communications
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How Package Designers Use Science to Influence Your Subconscious Mind

How Package Designers Use Science to Influence Your Subconscious Mind | Cool Stuff | Scoop.it

How do you sell shoppers on duck, a product that’s served in many restaurants but that many people do not feel comfortable cooking at home?

 

That was the challenge for U.K.-based design consultancy Elmwood after packaged-foods maker Gressingham Foods asked it to recast its brand identity as premium but accessible.

 

Elmwood uses biomotive triggers in its designs, arguing that certain graphic elements conjure instinctive responses from consumers. A cusp shape (think a shark fin or horns) conveys fear or caution, while curves represent softness and comfort. Elmwood’s clients also include Walmart, Schweppes, and Saucy Fish Co.

 

While neuromarketing is gaining favor (it’s also the topic of a Starcom MediaVest Group/TED event at Cannes Lions this year), most marketing efforts still forgo the subconscious in favor of targeting the rational mind.


Via Russ Merz, Ph.D.
Tim Smith's insight:

Package designers are similar to copywriters.  Understanding the mind and how we are influenced is a key component to selling.

more...
Russ Merz, Ph.D.'s curator insight, June 18, 5:55 PM

While reading this article, it seemed like I was back in grad school learning about Ernst Dichter the guru of the #motivationresearch and his theories about subconscious motivation. Is the past being repeated again?

Michael Allenberg's curator insight, June 19, 8:21 AM

Persuasive design & User Experience is NOT limited to digital life and interface interactions...

Mike Donahue's curator insight, June 19, 10:13 AM

Insightful article that offers more evidence of the value and importance of go straight for emotional responses from the user.

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How to have better meetings

A great post shared by Denver Conference Rooms on how to have better meetings. Pretty solid content on hot to take your bad meetings and make them better. They have great meeting rooms as well if you are looking for a conference room in Denver. #bettermeetings #Denverconferencerooms
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Finding Great Leaders

Finding freat leaders from Disney institute. Pretty solid ideas from an organization that has done it right for so many years. #leadership
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Denver Court Reporters - 5 ways to be a better manager

Some great tips on becoming a better manager from Entrepreneur. #Management # Denver Court Reporters
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Always Working? How to Pull Back Before It Hurts You.

Always Working? How to Pull Back Before It Hurts You. | Cool Stuff | Scoop.it
Being on the job all the time can put your productivity, happiness and even your health at risk.
Tim Smith's insight:

Working too hard.  Here's how to pull back.

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What are the Best mobile apps for your business? Find out | Denver Conference Rooms

How do you know which business apps are worth your time? How about deciding the categories you need first? Check out this great article to read more at Denver Conference Rooms. #mobileapps
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How attitude reflects leadership

How does attitude reflect leadership? This is a great post shared by Denver Court Reporters from the Disney Institute. Disney certainly knows about leadership and what it takes to lead well. #Denvercourtreporters #leadership #attitude
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Mindmapping to help your brainstorming

A tip shared by Denver Conference rooms from a Mashable article. Great tips on how to brainstorm with mindmapping. Mindmapping is a great tool but can be confusing to start. #denverconferencerooms #brainstorming # mindmapping
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From Denver Conference Rooms - 10 must have tools for the connected professional

A list of must have tools to help you in your professional life. These are time savers and offer a lot of use. Shared by the Denver Conference Rooms site. #Denver Conference Rooms, #productivity tools
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5 ways to be an entrepreneur at your work

Great article from Disney on being an entrepreneur at work. #work #disney
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