Combining measurements of
visual impressions with sensory
measurements of packaging’s haptics
– how it is experienced when it is held
by someone – is ingenious.
IN THE
EYE
OF THE BEHOLDER
How can neuromarketing – using combinations of biometric
measuring techniques to analyse consumer reactions – be
a tool that makes packaging development more efficient?
The answer is eye tracking.
10 ANNUAL DIRECTORY 2019
