Neuromarketing leads to better packaging design
“With eye tracking you can measure customers’ visual attention to and experience with your packaging design, you can test before production to ensure you get the wanted result and catch the consumer’s eye in the store. The majority of shoppers’ decisions are made in store therefore capturing the shopper’s attention and interest through effective packaging formats is key in a competitive market landscape,” explains Ali Farokhian, who heads up the research consultancy team Tobii Pro Insight at Tobii. “Getting it wrong can be quite expensive – both in the form of direct costs when you have to redo designs and material and of course in the form of lost revenues.”
Iggesund Paperboard is the maker of the high-quality paperboards Invercote and Incada, the two strongest brands on the European paperboard market. Tobii Pro is a division of Tobii Group and began by developing eye tracking hardware for research in 2001 and then grew into supplying a range of tools from hardware – desktop and wearable-, software and cloud, to the research consultancy Tobii Pro Insight, which is Iggesund’s project partner. They focus on studying visual attention to help businesses understand human behaviour in situations such as how consumers perceive packaging.
“Consumers often function on autopilot, so the key issue is how to arrive at a design that captures attention and interest in a relevant way, persuading the consumer to dare to try something new. In the hunt for the optimal solution, we are offering a powerful tool,” Ali continues.
Iggesund not only supplies paperboard but also works actively to convey knowledge about how to get the most out of it. This joint project is one step in spreading knowledge about packaging and packaging materials.
“We want to make our customers aware of the possibilities that are available to them at an early stage so they can evaluate various design alternatives,” says Jonas Adler, Director Business Development at Iggesund Paperboard.
Combining measurements of visual impressions with sensory measurements of packaging’s haptics – how it is experienced when it is held by someone – is ingenious. The psychological concept called “the endowment effect” – that we have difficulty getting rid of things we own – can also be applied to something we are holding in our hand. The more pleasant that experience is, the longer we want to keep on holding it.
“We often hear from customers that one reason they choose Invercote is the experience when they hold a piece of packaging in their hand,” continues Jonas Adler. “We really welcome the opportunities to measure this, because until now the feedback has mostly been word of mouth. Now we can actually measure the haptic differences between materials.”
Clemson University in South Carolina, USA, offers a highly ranked educational programme in packaging expertise. The university have built a laboratory there equipped with eye tracking tools from Tobii Pro, a store environment where types of packaging can be tested.
“The use of eye tracking will result in design that is more consumer oriented,” explains Andrew Hurley, Associate Professor at Clemson University. “By that I mean packaging that makes it easier for consumers to find the right product faster and enables us to more rapidly and more efficiently find the products that satisfy our needs.”
The seminars on neuromarketing and its usefulness in developing and evaluating packaging will initially be held in Paris, London, Tokyo and San Francisco.
Iggesund Paperboard is part of the Swedish forest industry group Holmen, one of the world’s 100 most sustainable companies listed on the United Nations Global Compact Index. Iggesund’s turnover is just over €500 million and its flagship product Invercote is sold in more than 100 countries. The company has two brand families, Invercote and Incada, both positioned at the high end of their respective segments. Since 2010 Iggesund has invested more than €380 million to increase its energy efficiency and reduce the fossil emissions from its production.
Iggesund and the Holmen Group report all their fossil carbon emissions to the Carbon Disclosure Project. The environmental data form an integral part of an annual report that complies with the Global Reporting Initiative’s highest level of sustainability reporting. Iggesund was founded as an iron mill in 1685, but has been making paperboard for more than 50 years. The two mills, in northern Sweden and northern England employ 1500 people.
Public Relations Manager
SE-825 80 Sweden
Iggesund Paperboard Industry
SE-825 80 Sweden
This release was published on openPR.
Permanent link to this press release:
Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.
You can edit or delete your press release Neuromarketing leads to better packaging design here
News-ID: 1401521 • Views: 733
More Releases for Paperboard
Global Coated Recycled Paperboard Market Demand 2020 - Caraustar, Strathconapape …
The “Coated Recycled Paperboard Market: Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2016–2024” A fundamental outline of the Coated Recycled Paperboard niche is presented by the Coated Recycled Paperboard report that entails definitions, classifications, applications together with industry chain framework. The Coated Recycled Paperboard report provides a far-reaching evaluation of necessary market dynamics and the latest trends. It also highlights the regional market, the prominent market players, as
Global Coated Recycled Paperboard Market 2020 Business Strategies – Caraustar, …
The Zion Market Research added a new report “Coated Recycled Paperboard Market: Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2016–2024” in its database, which provides an expert and in-depth analysis of key business trends and future market development prospects, key drivers and restraints, profiles of major market players, segmentation and forecasting. Coated Recycled Paperboard Market Market research report which provides an in-depth examination of the market scenario regarding market
Unbleached Kraft Paperboard Market Research Report 2020
This report focuses on Unbleached Kraft Paperboard volume and value at global level, regional level and company level. From a global perspective, this report represents overall Unbleached Kraft Paperboard market size by analyzing historical data and future prospect. Regionally, this report focuses on several key regions: North America, Europe, China and Japan. At company level, this report focuses on the production capacity, ex-factory price, revenue and market share for each manufacturer
Polyethylene Coated Paperboard for Packaging Market Emerging Trends || Leading P …
A detailed research study on the Polyethylene Coated Paperboard for Packaging Market was recently published by DataIntelo. The report puts together a concise analysis of the growth factors influencing the current business scenario across various regions. Significant information pertaining to the industry analysis size, share, application, and statistics are summed in the report in order to present an ensemble prediction. Additionally, this report encompasses an accurate competitive analysis of major
Paperboard Partition Market Development in 2019
This recently published report examines the global Paperboard Partition market for the projected period of 7-years, i.e. between 2019 and 2025. The report highlights the accomplishments and opportunities lies in the market throughout the forecasted period. The report offers the thorough information about the overview and the scope of the global Paperboard Partition market along with its drivers, restraints, and trends. It also classifies the market into different segments such
Paper & Paperboard Trays Market - Corrugated Paper and Paperboard Trays to Witne …
The drive for paper and paperboard trays stems from the growing need for an environmental-friendly and flexible packaging for packing food and beverages and fast-moving consumer goods. The rising demand for semi-rigid structures for a cost-effective and versatile packaging applications in diverse industries such as consumer durables, electronics, personal care & cosmetics, and homecare products, is propelling the demand for these containers. In various parts of the world, recycled paperboard