Neuromarketing and advertising and packaging testing

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The author of the study comments on the above results as follows: "The more desirable something is, the greater the changes in blood flow that occur in a specific part of the brain. Thanks to research, we know that activity in this area of ​​the brain can be a predictor of the future popularity of the product."

Cosmetics companies like L'Oréal are using EEG to test reactions to new scents, analyzing brain waves to identify the most luxurious and pleasurable scents before a product hits the market.




Advertising and packaging testing is an area where neuromarketing helps companies precisely respond to consumer needs. Technologies such as eye tracking and emotion analysis can help understand which visual elements and messages best attract attention and elicit the desired response.

An example is the Nestlé company, which conducted vietnam telegram data research on the packaging of its Nescafé coffee line. Neuromarketing research showed that packaging with warmer colors and with graphics depicting a cup of coffee surrounded by natural elements, such as coffee beans or wooden accessories, evoked positive emotions related to relaxation and pleasure. After implementing these changes, Nestlé noted an increase in sales and greater customer engagement on store shelves.

nescafe advertising – neuromarketing