Does the subconscious influence our purchasing behavior? And if so, can we understand how that works? A U.K. based design firm, Elmwood, believes the answer to both these questions is “yes” — and it has applied its expertise in this area to package design.
Gressingham Foods decided to see if Elmwood’s ideas could boost sagging sales of its duck breasts. Whereas most meat products were using rectangular logos and packaging, Elmwood suggested a curvy new package and logo — theorizing that customers subconsciously feel more comfortable with rounded shapes. Gressingham attributes a startling turnaround in duck sales (from a decline to 47% growth with no additional spending) to the changes. This article in AdWeek “How Package Designers Use Science to Influence Your Subconscious Mind” offers more details.
This article might fit well when you cover packaging, product, or market research.