The Rooster Coop

Neuromarketing: Cream of the Crop?

Posted in Stuff We Like, Uncategorized by kikisaxon on February 23, 2010

The design world  has both feet in the digital age with Campbell’s new labels.  Based on neuromarketing research, Campbell has redesigned their iconic labels.  What’s new?  Changes include, removal of the spoon, steam has been added, the bowl is different, and the logo is at the bottom of the can.

With neuromarketing, researchers observe subject’s physiological responses when presented with marketing images and make design suggestions based on those measurements.

Neuromarketing is cheaper and helps companies bring new products to market faster, making it very attractive for companies looking to save a buck.  Campbell’s researchers looked at subject’s interaction and reaction with varying labels on a shelf and  noted that participants who looked at more varieties exhibited greater and increased biometrics.  But, can physiological responses translate to increased purchases?  Experts defend the practice suggesting biometrics can measure engagement, and that engagement suggests preference.   That is true, however I also expect my heart rate to increase at an image of a car crash, that doesn’t mean I’ll buy soup with an image of an accident on the label.

I love research, but this seems a clear example of playing it safe and using research as a safety net and obstacle to good ideas.  The new label looks like a cartoon of soup and reinforces the belief that condensed soup is more processed than the alternatives.  It probably is more processed, but imagine if they went in the opposite direction evoking an image of “from our kitchen to yours.”  I want my grandmother’s soup, not one mixed in a factory.   More so, as condensed soup, Campbell’s could tout an environmentally friendly packaging as the cans are smaller and the consumer isn’t paying for water to be shipped from factory to supermarket — in an age of sustainability, that seems a selling point.  What matters most is whether the label will change behavior; Campbell’s needs people to buy their product.  It won’t change my buying behavior.  Will it change yours?