Brand examples of neuroscience-backed packaging design principles that drive attention, communication, and ultimately purchase behavior.

Julie Maines, Director of Data Empathy

August 3, 2023

4 Slides

You know good packaging design when you see it, right? Compelling info, attractive imagery, all with design elements that tie it together. 
But what’s not as readily apparent is that effective design tenets are based on neuroscience-backed principles that drive attention, communication, and ultimately purchase behavior for your audience. 

Designers can apply these durable cognitive principles — generally referred to as heuristics — to accelerate and elevate design in ways that link directly to real-world decision making (aka purchase behavior).

Let’s walk through examples of three key heuristics illustrated by examples of familiar packaged brands to bring these principles to life…

Julie Maines is Director of Data Empathy at Alpha-Diver, the market research & consulting firm that applies neuroscience to more deeply understand marketplace behavior. The firm’s neuroscientists and strategists work with leading brands, retailers and the Wall Street analyst community to explain consumer behavior in ways proven to help clients drive double-digit brand growth via activation.

About the Author(s)

Julie Maines

Director of Data Empathy, Alpha-Diver

Julie Maines is Director of Data Empathy at Alpha-Diver, the market research & consulting firm that applies neuroscience to more deeply understand marketplace behavior. The firm’s neuroscientists and strategists work with leading brands, retailers and the Wall Street analyst community to explain consumer behavior in ways proven to help clients drive double-digit brand growth via activation.

Maines can be reached through her LinkedIn profile.

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