Neuromarketing in Action: Not Every Shiny Thing Sells

One would think that packaging design of chips would be a fairly simple and straightforward.

From the Pringles promise of ‘once you pop, you just can’t stop’ to the Lay’s challenge of ‘bet you can’t eat just one,’ chips were unabashedly a guilty pleasure, with an emphasis on pleasure.

Further, If you wish your product to be noticed on the Shelf, making it brightly coloured with eye popping design and so forth would be a rudimentary thing. Basically the Idea would be to make your product packaging to shine as brightly as possible to grab attention.

And so most chip packaging looked pretty similar for many years. Kitsch, vibrant and a bit of a nod to the naughty.

n 2009, Frito-Lays began experimenting with alternative designs which would reduce the sensation of guilt at purchase, by emphasizing.

Participants were presented with various packaging options while monitored by fMRI.

In traditional approaches (bold colors, and bags as shiny as the greased chips they hold), the expected guilt was present – measurable as activity in the anterior cingulate cortex, a brain region associated with sensations of guilt

However, a more muted design which included agricultural cues such as a potato no longer triggered that guilt response.

Lays had discovered a guilt-free chip, and it didn’t take a single change to their recipe, only the packaging.

Lays bags continue to evolve, but continue to include the image remains of chips being sliced from a humble potato, and no longer does the brand challenge your glut.

Other lessons from the test include matte packaging and a toned-down beige in place of the brand’s typical bright yellow resulting in guilt-free packaging – both lessons live on in the brand’s baked line.

Today, Lays is a dominant force in their market segment and is one of the most valuable segments for holding company Pepsico.

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Neuromarketing is a field of marketing that culminates science and art into one, In this article we discuss various packaging design ideas that have worked with a little support from neuromarketing philosophy

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