What Can Neuromarketing Tell Us about Food Packaging?

Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice, but there are still some concerns about the methods and metrics commercially offered and the interpretation of their findings. This represents the motivation of this investigation, whose objective is twofold: (1) to analyze the methodologies and measurements commonly used in neuromarketing commercial research on packaging, and (2) to examine the extent to which the results of food packaging studies applying neuromarketing techniques can be reproduced under similar methodologies. Obtained results shed light on the application of neuromarketing techniques in the evaluation of food packaging and reveal that neuromarketing and declarative methodologies are complementary, and its combination may strengthen the studies’ results. Additionally, this study highlights the importance of having a framework that improves the validity and reliability of neuromarketing studies to eradicate mistrust toward the discipline and provide brands with valuable insights into food packing design.

EVALUATION OF COLOR USE IN BOOK COVER DESIGNS IN THE GENDER FOCUS

Packaging design; it is shaped according to developing technology and consumer expectations. It forms the basis of the fields of economy and marketing and is one of the graphic design branches. It is also made up of many different elements coming together. The function of the packaging design is not only to make the product remarkable but also to protect the product against external factors and to keep it for a long time. The texture, color and other features of the material used are combined in order for the consumer to prefer the product. However, the main point to be considered is the situation of the consumer during the preference and the features of the consumer. In the research, the concept of packaging has been evaluated in the focus of book cover because of the features of protect to the page of book and make the product attractive for sale. However, the connection between the concept of color and social identity has been examined. It has been examined what influences male and female consumers in choosing products. In addition, the interaction that emerged as a result of the use of colors categorized by the society in terms of gender in book cover designs was investigated. Key Words: Book cover design, packing design, color, graphic design, gender