Consumers' Subconscious Shapes Packaging Designs

In traditional research methods developed to understand the purchasing decisions of consumers, it is determined that people generally tend to express themselves differently than they are. The neuromarketing technique developed to eliminate this illusion focuses on the subconscious mind to get an idea about customers' motivations, preferences and decisions. Tasarist Creative Director Musa Çelik, who especially emphasized that the heart of neuromarketing is human emotions, so that they have low margin of error from the results of technical tests, states that the effect of psychological and social factors on the purchasing decision of consumers can be measured thanks to this method.

The first contact of the consumer with the product is mostly through the packaging. It is known that the attention span of the consumer of the age is on a serious decline due to both the abundance of alternatives and environmental factors. On the other hand, Tasarist Creative Director Musa Çelik, who states that brands have much less time to create the first positive impact on consumers' purchasing decisions, emphasizes that neuromarketing techniques create a shortcut in attracting the attention of consumers. Çelik specifically states that the packaging that reflects the essence of the brand and allows it to clearly show the value it attaches to its audience cannot be designed independent of the psychological and sociological effects of the emotions of this audience.

Recently, creating value and creating a brand story for brands has become one of the most important steps. Although it is difficult to differentiate in order to be on the radar of consumers, it becomes just as important. The inability of traditional marketing methods to reach today's consumers brings to light neuromarketing techniques, which are not so new but continue to be increasingly popular. Noting that eye tracking techniques are among the most frequently used tests, especially for packaging designs, among these techniques that aim to reach the subconscious mind directly, Musa Çelik also emphasizes that they do not carry the brand packages they work on to the shelves without applying Tasarist's eye tracking test. Çelik said, “We let the details guide us, such as where the customer's eyes wander, where they look first, or which corner they never look at in a package they encounter for the first time. While renewing the packaging of many famous brands for years, we have seen serious decreases in sales just because they did not pass these tests. Therefore, let the unconscious reactions of customers guide us.” He emphasizes the effect of the subconscious on purchasing with his explanations.