Expertiential Design
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Expertiential Design
The art of designing engaging and meaningful user experiences for customer development.
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Rescooped by Michael Allenberg 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 | Expertiential Design | Scoop.it

terfacesHow 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.
Michael Allenberg's insight:

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

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Russ Merz, Ph.D.'s curator insight, June 18, 2014 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?

Tim Smith's curator insight, June 19, 2014 9:48 AM

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

Mike Donahue's curator insight, June 19, 2014 10:13 AM

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

Rescooped by Michael Allenberg from Design Revolution
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Does Your Web Design SING? New Neuromarketing Research Suggests It Should

Does Your Web Design SING? New Neuromarketing Research Suggests It Should | Expertiential Design | Scoop.it

How does your web design SOUND? Strange question, but new neuromarketing research suggests we mentally sound out words we read. Implications for web designers are significant and new.

Most web designers care about how their design LOOKS, but maybe we should worry about how our sites SOUND too. Sound is a HUGE learning aid and one easy to overlook as we focus on colors, font and line.

Adds weight to how VOGUE uses alliteration to create powerful marketing as discussed in 8 Visual Marketing Tips from Vogue
https://www.haikudeck.com/visual-marketing-8-tips-from-vogue-art-and-design-presentation-QPRubvrcT8

and on Scoop.it
http://sco.lt/8qjz7Z

 


Via Martin (Marty) Smith
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