In an innovative endeavor that merges science and art, UPM Raflatac has launched the Ginnasium project, a trailblazing initiative that delves into the intricacies of gin label design through the lens of neuromarketing. This avant-garde venture brings together a diverse group of experts, including design professionals, bottle and label manufacturers, embellishment artisans, printing specialists, closure craftsmen, and neuromarketing pioneers, all united in their quest to unravel consumer preferences and behaviors.
The primary objective of the Ginnasium project is to educate stakeholders across the packaging supply chain about the profound impact of design choices on the final product's effectiveness. By employing a scientific approach, the project meticulously analyzes consumer experiences with gin bottles, exploring a myriad of design elements such as bottle shapes, closures, papers, embellishments, printing techniques, and inks. The aim is to comprehend how these elements capture consumer attention on the shelf and emotionally convey the product's identity.
To uncover the unconscious and emotional aspects of consumer behavior, the Ginnasium project utilizes the SenseCatch method, which harnesses the power of neuromarketing methodologies. This innovative approach is complemented by in-depth interviews, allowing researchers to gain a comprehensive understanding of consumer opinions, expectations, and message interpretation.
UPM Raflatac's contribution to the project is significant, providing a range of materials including Forest PP Clear TC 50 wood-based film, Genesi WSA-FSC textured white paper, Aluflex Premium triple-layer aluminum foil, Jazz Ice Premium FSC white paper with debossed texture barrier-coated in the pulp, and Cotton Black WSA 100% black cotton paper. These diverse substrates offer designers a rich palette to work with, enabling them to create unique and captivating label designs.
The project also benefits from the expertise of printing specialist Sovemec, who employs a wide array of printing techniques such as flexo varnishing, hot foil colors, cast and cure laminations, embossing matte/glossy screen printing, label-on-label applications using two different papers, special die-cutting methods, embossing, debossing, paper texture, sand-textured varnishes, and waterless offset printing. These techniques allow for the creation of visually striking and tactilely engaging labels that capture consumer attention.
Glass bottles provided by Vetroelite and glass closures supplied by Vinolok add an extra dimension to the project, while Luxoro's metallic and holographic foils, semi-transparent and translucent effect films by Kurz, and brass stamping tools by Hinderer + Mühlich Italia enhance the visual appeal of the labels. T&K's UV 171 UT series of waterless printing inks, specially crafted for the label industry, and Terragloss UV matte varnish by Actega, formulated to be over-printable and benzophenone-free, ensure the highest quality printing results.
The Ginnasium project also involves five talented designers from Southern Italy, including Leonardo Recalcati, Marco D'Aroma, Silvia Cacace, Gianluca Bartolazzi, Andrea Basile, Giuseppe Salerno, and Flavio Sisto. Each designer is tasked with creating unique designs for gin bottles that represent the essence of their respective regions. The designers are given complete creative freedom, with the only constraint being the intentional omission of information about the gin's taste, allowing them to focus solely on the visual and tactile aspects of the packaging.
The study's findings, obtained through the use of eye-tracking technology, emotional involvement data, and in-depth interviews, provide valuable insights into consumer perceptions and preferences. The analysis reveals that elements such as label color, shape contrasts, glossy enhancements, colored closures, and raised finishes are particularly effective in capturing shoppers' attention. Furthermore, designs that incorporate both visual and tactile elements, such as contrasts and textures, successfully engage consumers and lead them to perceive the product as more refined and valuable.
The Ginnasium project highlights the importance of a harmonious blend of shapes, colors, and materials in reinforcing the intended image and message of a product. The study also emphasizes the crucial role of closures in shaping consumer perception, with tall and vibrant closures capturing attention and conveying specific messages, while flat caps are perceived as refined during physical interaction. The strategic use of embossing, debossing, and metallic embellishments enhances the multisensory experience and allows consumers to form assumptions about the product's characteristics before experiencing it.
The project's findings underscore the significance of considering consumer psychology when designing gin labels. Every detail, from the bottle shape and paper choice to the printing techniques and embellishments used, communicates a message and shapes consumer expectations. By paying attention to these "weak signals," as recognized in psychology, brand owners and designers can create packaging that not only captures attention but also evokes the desired emotional response and influences consumer choices.
