Neurodesign: A new frontier of packaging and product design

摘要

What does make a package really stand out from the crowd? What materials should be used to elicit certain behaviors, perceptions and emotions in the consumer? How can a container affect our evaluation of its contents? How can a package contribute to brand loyalty? The newborn field of "neurodesign" now tries to provide answers to these and more questions, exploiting our knowledge on the functioning of the human brain for the design of more effective products and packaging. In the last few decades, cognitive neuroscience has made big progresses in the study of the human mind and of the principles that concur to determine our behavior. Not surprisingly, this knowledge has rapidly spread towards many other study fields, from economics to engineering and marketing, leading to new brand disciplines, such as neuroeconomics and neuromarketing.