Page 64 - Unlock Sensory Power

THE POWER OF PRIMING What they didn’t know was that the
liquid was exactly the same in all
Sensory Branding, for packaging, cases.
forces alignment with other
elements of the brand, promoting The results illustrate the
a more holistic view of the total power of priming: square structures
consumer experience. increased perceived intensity of
taste. Clear structures increased
One exciting and illuminating perceived viscosity (thickness).
example of this approach is the
way a pack can influence the It is becoming clearer that reality
perceived reality of the consumer’s can be shaped with a little help
subsequent product experience. from science. How could this
benefit your brand?
In a self-funded experiment, a
selection of five different orange
juice packs were completely
de-branded so that consumers
could focus on the structure -
without the influence of the
graphic.

Consumers were asked to pour
orange juice from each structure
and rate the liquid across a range
of typical measures.