Issue 4 2018
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processing and packaging<br />
49<br />
Neuromarketing leads to better<br />
packaging design<br />
How can neuromarketing – using combinations of biometric measuring techniques to analyse<br />
consumer reactions – be a tool that makes packaging development more efficient? The answers<br />
will be supplied by Iggesund Paperboard and Tobii Pro, a global leader in the field of eye tracking,<br />
in exclusive seminars targeted at both companies’ customers.<br />
Combining<br />
measurements<br />
of visual<br />
impressions<br />
with sensory<br />
measurements<br />
of packaging’s<br />
haptics –<br />
how it is<br />
experienced<br />
when it is held<br />
by someone –<br />
is ingenious.<br />
“With eye tracking you can<br />
measure customers’ visual<br />
attention to and experience<br />
with your packaging design,<br />
you can test before production<br />
to ensure you get the wanted<br />
result and catch the consumer’s<br />
eye in the store. The majority of<br />
shoppers’ decisions are made<br />
in store therefore capturing the<br />
shopper’s attention and interest<br />
through effective packaging<br />
formats is key in a competitive<br />
market landscape,” explains Ali<br />
Farokhian, who heads up the<br />
research consultancy team Tobii<br />
Pro Insight at Tobii. “Getting it<br />
wrong can be quite expensive –<br />
both in the form of direct costs<br />
when you have to redo designs<br />
and material and of course in the<br />
form of lost revenues.”<br />
Iggesund Paperboard is the maker<br />
of the high-quality paperboards<br />
Invercote and Incada, the two<br />
strongest brands on the European<br />
paperboard market. Tobii Pro<br />
is a division of Tobii Group and<br />
began by developing eye tracking<br />
hardware for research in 2001 and<br />
then grew into supplying a range<br />
of tools from hardware – desktop<br />
and wearable-, software and<br />
cloud, to the research consultancy<br />
Tobii Pro Insight, which is<br />
Iggesund’s project partner. They<br />
focus on studying visual attention<br />
to help businesses understand<br />
human behaviour in situations<br />
such as how consumers perceive<br />
packaging.<br />
“Consumers often function on<br />
autopilot, so the key issue is<br />
how to arrive at a design that<br />
captures attention and interest<br />
in a relevant way, persuading<br />
the consumer to dare to try<br />
something new. In the hunt for the<br />
optimal solution, we are offering a<br />
powerful tool,” Ali continues.<br />
Iggesund not only supplies<br />
issue four <strong>2018</strong> www.foodmagazine.eu.com
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