Perhaps one of the biggest challenges that business start-ups face in an ever-growing selection of consumer goods is how their new products can get noticed. How can one understand what a customer sees and looks for when he’s faced with a plethora of packaging on a grocery shelf?
In market research, focus groups and consumer testing are ways to learn what a customer thinks, but in truth, 90% of purchasing decisions are made from our subconscious. Luckily, neuormarketing techniques are there to help you see the cognitive and emotional responses of consumers and truly understand what determines their preference for a product and how to design packaging.
An objective method to gain insight into how consumers make purchasing decisions is with eye tracking which can be in store when a consumer is looking at packaging.
Eye tracking has been around for many years, but it was in the 1980s when commercial eye trackers began to become available. The devices were small, lightweight, and made use of infrared light technology that are still used by a number of eye trackers to this day. The technology behind eye trackers is complex, but this infographic will tell you more about eye trackers in more digestible information.
With eye trackers, one can see through the eyes of a customer. What catches their attention on a custom package design? How long do they sustain their interest on a product’s package design? What are the areas that are practically invisible to their eyes? Ultimately, eye tracking can lead the way into making effective package designs that are critical to the success of a brand.
Galvanic Skin Response (GSR)
Galvanic skin response is a measure for emotional arousal conducted from the sweat glands in the skin. Galvanic skin response reflects the variation in the electrical characteristics of the skin.
Sweating is not something that can be consciously controlled by our body which is why GSR is considered a valuable biometrics tool as it can give you insight into the subconscious behavior to stimuli. Emotional response to images, sounds, and smells of certain products can be tested through GSR.Include visuals.
Facial Expression Recognition
What’s a more vivid expression of our emotions than our facial expressions? Analyzing facial expressions with the use of sophisticated sensors tells you the positive, negative, and neutral reactions of a person when faced with stimuli--be it a product advertisement on TV or hearing a salesman’s pitch. In turn, the findings can be leveraged to optimize a product or service.
Eye tracking is one of the ways to review your packaging. Hear's another article about with tips to design packaging: "3 Retail Package Design Tips To Set Your Product Apart From The Rest"
Interested in learning more about consumer testing and custom package design designing that attracts your buyers? Contact us today.