Since the consumer and media landscape is getting more fragmented and more and more products are competing against each other to grasp the precious attention of the consumers packaging Design is getting increasingly important. Its current function is no more solely to sell a product, but also to fulfil the consumer’s needs for orientation, information and stimulations. Since the package is a permanent representation of the product not only at the point of purchases but also at in the household of the consumer- packaging has also a privileged role in building and sustaining the Brand itself.

The methodological challenge in consumer psychology is that the introspective access of consumers to their real behaviour is very limited – in other words we cannot trust what shoppers say. Eye square has 10 years experience in packaging and POS research – our research tools focus on the assessment of implicit processes. We use eye tracking, behavioural observation and reaction times to overcome the willing and able bias.

Following the neuro semiotic approach we try to understand how packaging really affects the human brain. We will summarize general insight about the basic biological and cultural pattern which inflicts this process. In case studies we try to show how successful eye catchers could help to grasp consumer’s attention, how implicit coding could stimulates purchase. How shape and color codes could help to differentiate a product - ? How packaging helps to orientate and stimulate? How many information is relevant towards the consumer in the shop and at home? What ist the long term brand improvement of good packaging?