Chris Peach: How consumer neuroscience can help to optimise pack design

All manufacturers know that effective packaging is vital to making any product a success: it’s one of the main factors that determine whether a consumer chooses your brand over a competitor’s, and competition is fierce. A larger supermarket, for example, will stock up to 40,000 product lines, while the average household will only buy around 40 items per trip. Our research using eye tracking technology shows that each shopper spends an average of thirty minutes actually browsing the shelves during their visit. If shoppers have just half an hour to process 40,000 products, then it becomes clear that most will either reject or entirely ignore 20 products every second; 1,300 each minute. With such a narrow window to communicate their brand’s unique selling point, it’s hardly surprising that manufacturers invest…


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