Using neuroscience to assess the effectiveness of packaging redesigns

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

Effective packaging

This article is part of a series of articles from the WARC Guide to effective packaging. Read more.


Neuromarketing – The application of neuropsychology to marketing research.

Electroencephalography (EEG) – An electrophysiological monitoring method to record electrical activity of the brain.

Eye-tracking – The recording and study of the movements of the eyes in response to visual stimuli.

Implicit Association Test – A research technique to measure the strength of subconscious association between concepts and attributes.

Visual saliency testing – An AI-powered predictor of bottom-up visual attention.

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