Campbell's "Neuromarketing Packaging"

by The Copy Nazi Banned

Posted: 14 years ago 9 replies

COPY WRITING

And you just wanted Tomato Soup right?

The suits at Campbell's tested people's subconscious "neurological and bodily responses" to different images to guide the redesign of their label. Campbell's now knows, for example, that you feel more emotionally engaged with your soup when it looks warm and that you don't care about spoons. The neuromarketers are in your head!

Read more: Campbell's New Neuromarketing - GOOD Blog - GOOD
Under Creative Commons License: Attribution

#campbell #neuromarketing packaging

John_S 14 years ago

And in about seventeen years, give or take, two and two will be added together to figure out this applies to web design and ebook cover design.
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- The Copy Nazi Banned 14 years ago
  
  Originally Posted by John_S
  
  And in about seventeen years, give or take, two and two will be added together to figure out this applies to web design and ebook cover design.
  
  John, aren't we already doing that , with sites like Heatmaps, Visitor Movies, Web Analytics | Customer Experience Analytics by ClickTale ?
  
  Clicktale also has this post - http://blog.clicktale.com/2009/06/04...t-conversions/ where it talks about -
  
  1. Visualize it
  Make images clickable. People love looking at faces.
  
  2. Put a benefit in the Headline
  
  3. Put your best stuff up top.
  
  4. Empathise the important stuff - with bolding, underlining, highlighting.
  
  5. WIIFM - "What's in it for me?"
  
  6. Don't ask for too much info on opt-ins or checkout forms.
  
  7. Watch your visitors to see where they go/what they do.
  
  8. Test, change, test again.
  
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  wordwizard 14 years ago
  
  Well...
  
  I wouldn't have guessed about the spoons (or the fork), but that people prefer soup that looks warm makes perfect sense to me ;-)
  
  After all, we do like our soup warm (except for Borscht and such), and soup is a comfort food for most of us, so seeing that hot steamy bowl of soup in the photo would surely elicit those warm comfy feelings...
  
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DougHughes 14 years ago

Thanks for the post. For a good book that goes into some detail about neuromarketing checkout Martin Lindstrom's book Buyology.

It's very interesting and gives some revealing myth shattering info about what really goes on in peoples minds from a scientific perspective.
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Nathan Alexander 14 years ago

It's not an accident is it? Man, they know what they're doing. It's almost scary. Is this the same science McDonalds uses with their whole "thing?"

Don't they test every single, I mean every single element from colors to placements of each detail in their ads?

I don't know much about it, other than they spend a lot of money to make all that money. They research everything.

By the way, in the soup ad, they also found that forks in the bowl caused people to tilt their heads and look constipated.
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John_S 14 years ago

John, aren't we already doing that

Um. No.

you feel more emotionally engaged

Read about something like Kansei -- I've done an interview with a Kansei Engineering expert.

What you're talking about is usability. What I'm talking about is desirability design -- as practiced by Microsoft and Mazda.

Steam? Plate style? We're not talking about a headline change here. Who's done a split run test on an ebook cover design? ...Header? ....The photo of the client? ...Product photos?
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- knowwow 14 years ago
  
  Originally Posted by John_S
  
  What I'm talking about is desirability design -- as practiced by Microsoft [...]
  
  I know it is a spoof but it seems close to reality to me:
  
  YouTube - Microsoft iPod
  
  Sounds like a lot of people split test headers (if they aren't lying). It seems even like it is the number one thing to test.
  
  About ebook covers I am doubtful, as most ebook cover designers are commissioned to churn out covers that look like cheap discounted self-growth books (twice uglier).
  
  Another oddity is people don't care at all about ebook's inner design itself. So goes the story that free ebook is a way to produce sales. Such a turn-off to see some bland document exported as pdf (seems like the industry's necessary and sufficient condition for something to be an ebook). They were on your site, they got this ebook, it is on their desktop, they click and open it... Now it is intimate with him/her and your message (ie. messaging) and you are totally unattractive. Bad ending to a blind-date.
  
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gee1 14 years ago

Agreed John, Excellent book 'Martin Lindstrom's book Buyology'

The mind can be less complicated than we think.
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