Neuromarketing leads to better packaging design

/ins  How can neuromarketing – using combinations of biometric measuring techniques to analyse consumer reactions – be a tool that makes packaging development more efficient? The answers will be supplied by Iggesund Paperboard and Tobii Pro, a global leader in the field of eye tracking, in exclusive seminars targeted at both companies’ customers.

“With eye tracking you can measure customers’ visual attention to and experience with your packaging design, you can test before production to ensure you get the wanted result and catch the consumer’s eye in the store. The majority of shoppers’ decisions are made in store therefore capturing the shopper’s attention and interest through effective packaging formats is key in a competitive market landscape,” explains Ali Farokhian, who heads up the research consultancy team Tobii Pro Insight at Tobii. “Getting it wrong can be quite expensive – both in the form of direct costs when you have to redo designs and material and of course in the form of lost revenues.”

Iggesund Paperboard is the maker of the high-quality paperboards Invercote and Incada, the two strongest brands on the European paperboard market. Tobii Pro is a division of Tobii Group and began by developing eye tracking hardware for research in 2001 and then grew into supplying a range of tools from hardware – desktop and wearable-, software and cloud, to the research consultancy Tobii Pro Insight, which is Iggesund’s project partner. They focus on studying visual attention to help businesses understand human behaviour in situations such as how consumers perceive packaging.

“Consumers often function on autopilot, so the key issue is how to arrive at a design that captures attention and interest in a relevant way, persuading the consumer to dare to try something new. In the hunt for the optimal solution, we are offering a powerful tool,” Ali continues.

Iggesund not only supplies paperboard but also works actively to convey knowledge about how to get the most out of it. This joint project is one step in spreading knowledge about packaging and packaging materials.

“We want to make our customers aware of the possibilities that are available to them at an early stage so they can evaluate various design alternatives,” says Jonas Adler, Director Business Development at Iggesund Paperboard.

Combining measurements of visual impressions with sensory measurements of packaging’s haptics – how it is experienced when it is held by someone – is ingenious. The psychological concept called “the endowment effect” – that we have difficulty getting rid of things we own – can also be applied to something we are holding in our hand. The more pleasant that experience is, the longer we want to keep on holding it.

“We often hear from customers that one reason they choose Invercote is the experience when they hold a piece of packaging in their hand,” continues Jonas Adler. “We really welcome the opportunities to measure this, because until now the feedback has mostly been word of mouth. Now we can actually measure the haptic differences between materials.”

Clemson University in South Carolina, USA, offers a highly ranked educational programme in packaging expertise. The university have built a laboratory there equipped with eye tracking tools from Tobii Pro, a store environment where types of packaging can be tested.

“The use of eye tracking will result in design that is more consumer oriented,” explains Andrew Hurley, Associate Professor at Clemson University. “By that I mean packaging that makes it easier for consumers to find the right product faster and enables us to more rapidly and more efficiently find the products that satisfy our needs.”

The seminars on neuromarketing and its usefulness in developing and evaluating packaging will initially be held in Paris, London, Tokyo and San Francisco.

 

 Iggesund

Iggesund Paperboard is part of the Swedish forest industry group Holmen, one of the world’s 100 most sustainable companies listed on the United Nations Global Compact Index. Iggesund’s turnover is just over €500 million and its flagship product Invercote is sold in more than 100 countries. The company has two brand families, Invercote and Incada, both positioned at the high end of their respective segments. Since 2010 Iggesund has invested more than €380 million to increase its energy efficiency and reduce the fossil emissions from its production.

Iggesund and the Holmen Group report all their fossil carbon emissions to the Carbon Disclosure Project. The environmental data form an integral part of an annual report that complies with the Global Reporting Initiative’s highest level of sustainability reporting. Iggesund was founded as an iron mill in 1685, but has been making paperboard for more than 50 years. The two mills, in northern Sweden and northern England employ 1500 people.

 

Further information:

 Staffan Sjöberg

Public Relations Manager

staffan.sjoberg@iggesund.com

 

Iggesund Paperboard

SE-825 80 Sweden

Tel: +4665028256

Mobile: +46703064800

www.iggesund.com

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Head office Iggesund Paperboard
Iggesund Paperboard AB
SE-825 80 Iggesund
Sweden / Sverige
Phone: +46 650 280 00
Fax: +46 650 288 00

info@iggesund.com

www.iggesund.com

Press contact

Staffan Sjöberg
Phone: +46 650 282 56
Mobile: +46 70 306 48 00

Staffan.Sjoberg@iggesund.com

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The Iggesund Mill

Making the world’s best paperboard is easy. You need water, carbon dioxide and sunlight to grow a seedling into a tree. Then you need sustainable forest management that can deliver first-class timber. There must be a pulp mill and a paperboard mill, and then distribution channels to get the paperboard to everyone who wants to use it. Most important of all, though, to the manufacture of Invercote are the skilled professionals who do their best – people who are proud of what they achieve and do not compromise on the quality of their work. Iggesunds Mill has traditions stretching back to 1685. Throughout that time dedicated individuals have done their utmost to use the renewable forest to benefit other people.

A world-class mill

Iggesund Mill (including Strömsbruk Mill) in Sweden is one of the most advanced, fully integrated pulp and paperboard mills in the world. Not least thanks to our long term majority owner, we have very well invested mills. There are many benefits having an integrated saw mill – we manage raw material together and we can use all the waste from their production to either make pulp or energy. In return we feed the saw mill with steam used to dry the timber. At Iggesund Mill, 100% of the pulp used to make Invercote is produced on location and pumped wet to the board machine. This means that we use no market pulp. Not drying the pulp preserves some mechanical properties of the fibres.

This advanced technology – hundreds of metres of paperboard machines – is controlled by employees with various forms of special expertise. The machines work around the clock and year round to produce tonne after tonne of dazzling white paperboard. Technical perfection and numerical control processes are all well and good but for excellent results you also need team spirit and a good working atmosphere. Invercote’s unique properties are the result of the interplay between expertise, a positive spirit and cutting-edge technology.

Actively investing in bioenergy

In 2012 the new recovery boiler was inaugurated at Iggesund Mill, an investment made possible by the long term perspective of our majority owner. With it in operation, the mill produces all the heat it needs, and can also provide district heating to the nearby community. It also produces nearly all the electricity needed for the mill, and is connected to the grid to be able to output excess electricity if needed. As the new boiler was trimmed into operation, it drastically reduced a lot of emissions between 2013 and 2014: fossil CO2 by >85%, particles by ~45% and sulphur by ~35%

With the installation and trimming of the new recovery boiler, emissions to air have reduced drastically from already low levels – graph being updated shortly. Measurements have shown that only 1% of particles in the air of Iggesund village comes from the mill. The majority of particles comes from domestic fire places and cars.

Care for our customers and their businesses

Paperboard must be there when the customer needs it. All the quality features in the world are meaningless if the deliveries don’t arrive in time. Delivery precision is a high priority. A maritime transport system guarantees overseas customers receive shipments with the lowest possible environmental impact. The service doesn’t stop there. Every tonne of Invercote comes with access to documentation and knowledge about how to make best use of the paperboard. The knowledge and market-based technical support provided by Iggesund, help customers to achieve dazzling end results and optimal production economics.

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