Renée Whitworth
Flood Creative, USA
Title: Brand design & the brain: How neuroscience is helping to create attractive & effective packaging design
Biography
Biography: Renée Whitworth
Abstract
In this session author will cover the basics on the traditional tools used by researchers to measure design effectiveness as well some established theories as to how consumers see and process brand and packaging design elements. More recently, however, social media, on-line shopping and other factors have changed consumer’s ability to process images at a rapid rate. Technology has had both positive and negative effects not just on the business of retail but also on brand design. While some can and may agree that design is purely subjective, this session will cover the ways researchers, marketers and designers use what can be measured for optimal results whether there is a real store shelf or not.