Understanding consumers’ wishes and interests is a tremendously important part of marketing because, with this understanding, we adapt certain products to consumers’ wishes. We learn their interests through various research and the use of neuromarketing. The goal of this diploma thesis was to determine which specific element in juice packaging was most interesting to consumers and attracted the most attention. We learned that through researching subconscious decision making, that is neuromarketing, more precisely electroencephalography, and conscious decision
making, a survey test. To better understand the entire research, we first learned about neuromarketing through literature and its meaning in the industry. We also researched individual graphic elements in graphic design. Utilizing this research, we determined hypotheses, based on which we designed eight versions of juice packaging, which differed from each other in colour, font type, and font size. We used two colours, saturated orange and desaturated orange, a handwritten font, and a serif font which were either smaller or larger. All eight versions were presented to the respondents during the research using the Unicorn Blondy Check program and its corresponding device called
Unicorn Hybrid Black, thus obtaining subconscious responses. With survey testing, which the respondents completed after the electroencephalography test, we obtained conscious answers. By considering the results of both tests, we were able to confirm or refute the hypothesis. We confirmed the first hypothesis, which states that the saturated orange colour is more suitable for use on juice packaging. We also confirmed the second hypothesis which states that a larger font size is more suitable for use on juice packaging. We refuted the third hypothesis which states that a serif font is more suitable for use on packaging. The last and fourth hypothesis, which states that consumers will be more interested in the juice packaging version, which includes a saturated orange colour, and a serif font in a larger size, and least interested in the version, that includes a desaturated orange colour and a handwritten font in a smaller size, was only partially confirmed. For further understanding and a greater validity of the results, it would be necessary to carry out additional research and measurement, ideally with a larger number of respondents. Thus, more valid answers would be obtained due to the volume of respondents. It would also be advisable to test respondents from several different age groups and respondents with a different background and cultures.
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