Emotional Response to Packs/Brands Design

Prepared for

Linked In Group Members

May 2014

Contents

• Who we are/What we do

• How we do it/Methodology

• Pack Design Research

• Examples of previous projects

• Contact details

Dr Nigel MarlowLBpsych.

Business & Consumer Psychologist; Director of the Forum for Business & Consumer Psychology and Editor of Journal. Director of ‘Innovationbubble ‘and has developed online personality-test engines. Designed and delivered workshops in Leadership & Creativity at Masters Level. Doctorate supervisor and has published in academic and business Journals..

Dr Simon MooreChartered Behavioural

Psychologist

Chartered Business Psychologist ; works with organizations in the areas of personality, behavioural economics, emotional decision making and motivation.He has a wealth of experience in developing and delivering graduate and postgraduate programs. Conference speaker at National & International Conferences and widely published in Academic and Business spheres.

Robert Amine International Market

Researcher

40 years experience in in Research and Marketing in both Consumer and B2B Previously Business Development Director of Gallup International (surveys in 60+ countries). Specialist knowledge of Russia/Eastern Europe/Latam. Robert has also been a lecturer/CIM tutor for undergraduate/postgraduate on creative courses in Public Relations , Advertising and Marketing

What we offer

• We offer our proprietary online engine Emotix, which is specifically designed to measure emotional responses to brands/packs. The technique is grounded in the proven psychology application of Implicit Attitude Testing originated in 1998 at Harvard. We have successfully used the technique in a variety of categories:

• Pharmaceutical ( Analgesics)• Food (Yogurt)• Food (Ready Meals)• Finance (Insurance)• Transport (Parcel Delivery)• Soft drinks

• We are a UK based company and have undertaken Emotix studies in the UK, USA, Europe and Africa

Pack Design Research

As Behavioural Psychologists we know that product packaging has a significant effect in the way a product is perceived by the customer. For instance, the colour and shape of the packet influences customer initial expectations and contributes significantly to their overall experience of the brand.

This influence can be very subtle but at the same time very powerful. Innovationbubble uses an EMOTIX © process to identify these elusive cues that are working at the subconscious level and are difficult to access using traditional methods.

The EMOTIX © testing-loop (test-redesign-test) is individually set-up for the client and responses from consumer panels can readily be collected on-line in the matter of minutes; allowing multiple tests to be run and packaging designs to be formatively evaluated speedily, accurately and economically.

Emotix: Relevance

• Packaging plays a huge role in purchasing decisions, appealing to the senses and emotions, and enhancing the customer experience. Packaging is in fact a subliminal transmitter of information that affects customer perceptions and expectations of the product inside.

• An automatic process of ‘transference’ is occurring, whereby the packaging becomes ‘part’ of the product itself. The packaging acts as a trigger for an emotional response, which in turn creates an emotional connection with the product.

• If this response is positive and sufficiently powerful and enduring, the product journeys off the shelf into the basket and arrives home!

Emotix :Methodology

• Emotix © is a process that identifies these ‘subliminal’ or subconscious cues. The system is more convenient, quicker and more economic than traditional survey methods such as questionnaires and focus groups, which will fail to capture the non-conscious, emotional element of customer responses.

• Our online EMOTIX © can collect data from a consumer panel or market sample in the matter of minutes. This enables the iterative design-test-redesign process to advance more quickly.

• More importantly, the EMOTIX © can be designed to collect a mixture of data, which can vary through a range of emotional words, to colours and even images.

Emotix: Application

• Each Emotix test is bespoke to the brand/pack in question. Emotix can be used to:

• Identify the underlying emotional triggers that influence choice, engagement and response behaviour in customers.

• These ‘motive-tests’ capture implicit attitudes - those that might guide behaviour but that are not part of the individuals conscious perception. Marketers already know that packaging is one of the keys to selling a product, and they employ psychologists to identify characteristics to help products ‘jump off shelves’. Colour combinations are used to express ‘organic’ or ‘high energy’ values that suit the target customers. Whilst the shape of packaging is also manipulated for novelty, the dimensions providing supposed subliminal cues that make the product more attractive.

Emotix: Output

• EMOTIX © is unique in that it collects metric data, but the output are word/image profiles that have a readily understandable meaning.

• Our special algorithm also allows us to categorize the data generated into subconscious automatic responses and those which are produced consciously after some deliberation.

• This is important information for a deeper understanding of a customer’s perception of the packaging and/or brand.

Previous Projects

Emotix Summary: Nuance

We have a proprietary process that allows us to build bespoke online engines with the capability of detecting nuances in design changes (colour, shape, size etc.). The process is readily usable to quickly and easily evaluate images of proposed prototypes. The evaluation can be via consumer panel, but as it is online, the numbers are not restricted, so that samples can be representative of different market segments/countries

Emotix Summary: Testing

The EMOTIX © testing-loop (test-redesign-test) is individually set-up for the client and responses from consumer panels can readily be collected on-line in the matter of minutes; allowing multiple tests to be run and packaging designs to be formatively evaluated speedily, accurately and economically.

If you would like to know more or to see an online demo please contact me or reach out

via the Linked In group: Packaging Design. Thank you

Robert Amine:International Co-ordinator0208 950 2520

robert@innovationbubble.orgwww.innovationbubble.eu