Neurociencia en el Packaging

Por Steve Osborne Fue el fundador de Unilever, Lord Leverhulme, quien pronunció la célebre frase: “La mitad del dinero que gasto en publicidad se desperdicia. El problema es que no sé qué mitad”. Esto resume el dilema central del marketing: estamos tratando de predecir y controlar el comportamiento de las […]

Por Steve Osborne

Fue el fundador de Unilever, Lord Leverhulme, quien pronunció la célebre frase: “La mitad del dinero que gasto en publicidad se desperdicia. El problema es que no sé qué mitad”.

Esto resume el dilema central del marketing: estamos tratando de predecir y controlar el comportamiento de las personas, que son a la vez impredecibles y mucho menos racionales de lo que se pensaba. Pero a medida que nuestra comprensión del funcionamiento interno del cerebro crece, estamos entendiendo el fascinante funcionamiento de la toma de decisiones humana.

EMOCIÓN, LUEGO POST-RACIONALIZACIÓN
El ganador del premio Nobel de Economía, Daniel Kahneman, menciona esta teoría en su best-seller: “Pensar rápido, pensar despacio”. En ella explica los dos “sistemas” diferentes que el cerebro utiliza para tomar decisiones. El sistema 1, intuitivo y emocional, siempre tiene la primera palabra. Se lo describe claramente como una máquina para llegar a conclusiones.

Cuando pensamos en nosotros mismos, nos identificamos con el sistema 2, deliberativo y lógico. Pero se necesita esfuerzo y energía para activar el sistema 2, lo que lo hace bastante holgazán. Como resultado, cuando el sistema 1 genera sugerencias para el sistema 2, estas impresiones, intuiciones, intenciones y sentimientos normalmente son adoptadas con poca o ninguna modificación.

Eso significa que mucha de la información con la que se sobrecargan los packaging es desperdiciada, a menos que nos las arreglemos para activar el sistema 2.

La lección que tomo de la neurociencia es asegurarse de crear la mejor historia posible para el intuitivo sistema 1 y hacerlo con el menor número de elementos posibles. Al sistema 2 se le puede reservar el dorso del envase para cuando se moleste en mirarlo.

Además la mente está fuertemente influenciada por el orden en que se lee la información. Por eso la jerarquía de la información es crítica, sobre todo en los tres primeros items en orden de lectura.

UNA MARCA ES UNA HISTORIA
En ‘The Animal Storytelling’, Jonathan Gotschall demuestra que no sólo son los seres humanos adictos a las historias, sino que las historias que queremos oír son casi siempre las mismas. Las historias universalmente se centran en los grandes dilemas de la condición humana: sexo y amor, el miedo a la muerte y los desafíos de la vida.

Por supuesto que es natural pensar en la publicidad como el medio que inventó el “storytelling”. Pero el packaging también pueden contar una historia. Utiliza su forma, materiales, marca y metáforas gráficas para evocar un momento, un lugar y un estado de ánimo. Nos cuenta una historia tentadora en la que nos vemos a nosotros mismos como héroes, o simplemente recibiendo una gran cantidad de placer.

*Agradecemos especialmente a Steve Osborne por su artículo. Steve es socio de Osborne Pike

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Neurociencia en el Packaging

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