Brands seek emotional response with "biomotive" packaging

06/18/2014 | Adweek

U.K.-based Elmwood is helping brands design packaging around "biomotive triggers," a neuromarketing tactic that uses shapes and colors to elicit certain emotions from consumers. "Biomotive ... makes you look at design in a functional way, not just at the way it looks," said Steve Curzon of Gressingham Foods, which credits Elmwood's packaging and label changes with a 47% increase in sales.

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