Right-handed packaging visuals is better than left-handed ones

Philips wanted to change their packaging for irons and asked Neurensics if the new design is attractive and would increase customers' purchase intention. The new packaging displayed a left hand holding the iron. We advised Philips to test the packaging visual with a right hand holding the iron instead. Check the results below.

Client Philips logo Neurensics
Used techniques
fMRI Eye Tracking BGI
lees verder

Philips' research question

Philips wanted to change their existing packaging for an ultra light iron. The question was whether this change would made the packaging more attractive and increase customers' purchase intention. 

The study

The left image shows the new design for Philips' product. After testing, Neurensics advised the modification of the packaging so that the iron was held with a right hand, while retaining the rest of the design (see right image). 
Philips case Iron Neuropackiging

Testing packaging with fMRI

In order to test which of the two packaging would be more attractive and effective for activating purchase intent, we had test participants look at the two packaging versions in a MRI scanner.

MRI is the only technique that captures activity from the entire brain: both conscious and unconscious, rational and emotional thoughts. This gives us the  best results to predict consumer behaviour, better than other research methods.

Asking people what they think of packaging causes them to think of the packaging much longer than regular consumers would, causing them to focus on irrelevant details on the packaging. When regular consumers make a purchase decision, they view the packaging quickly and automatically judge it based on how they feel.

We measure these unconscious emotions with fMRI. Specifically, we observe if the packaging activates a good balance between positive and negative emotions, where the positive emotions eventually dominate.


 

Results 

The results show that the right-handed packaging scored best. In this spider plot, you can see that the left-handed packaging (grey line) activated significantly more Disgust in test participants.

This means that the packaging with a left hand holding the iron activated negative and repulsive feelings. But why? 

Strijkijzer spider incl legenda

Explanation of the results 

The explanation is simple. It has to do with mental simulation: an unconscious process where the brain simulates using the product or experiencing a situation. For example, when we see a glass on a table and a hand moving towards it, our brain is also unconsciously engaged in picking up the glass. 

If you see an iron held with the left hand while being right-handed (like 90% of the population), the mental simulation is not possible or it's inhibited. This leads to feelings of Disgust.

Therefore, we advised Philips to use a packaging where the iron is held with a right hand, because it will activate a better balance of emotions and therefore lead to a higher purchase intention.

And now you:

  • Are you going to improve your packaging and want to know if the new design will increase sales?
  • Or would you like to test new packaging ideas?
Then contact us to discuss your research possibilities.

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