Comunicación silenciosa: estudio comparativo internacional de envases de juguetes

Tur‐Viñes, Victoria; Soler, Irene Ramos; Ferrer, María Costa

doi:10.5565/rev/qp.24

Cited by 3 publications

(1 citation statement)

References 7 publications

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“…Packaging, as an element, is designed and has become a useful means not only to protect the product, but also has a visual function ( Nancarrow et al, 1998 ). It has been considered a silent communicator ( Tur-Viñes et al, 2014 ). In this sense, Lamb ( Lamb, 2008 ) maintains that a package must fulfill three functions:…”

Section: Introductionmentioning

confidence: 99%

Neuromarketing Applied to Educational Toy Packaging

2020

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This research work comes in response to the question of which aspects are more relevant for consumers when purchasing educational toys as opposed to other toys that are focused solely on leisure. This empirical research focuses on an educational toy distributed in Spain by the Educa brand (Conector family, reference "I learn English"), which is the product best-selling product of its brand in this area, and analyses how consumers make decisions concerning this product in relation to other products designed by competitors. The research looks into customer reactions while looking at these products, measuring brain activity generated by different aspects of product design and its influence on choice. The aim of the present study was to propose a model that optimizes the design of educational toy packaging. Through the use of neuromarketing techniques-attention through eye tracking, and emotion using galvanic skin response-as well as qualitative research techniques, the objective of this research is to determine the motivations in the processes of buying educational toys. The packaging design elements analyzed are brand, product family, toy name, recommended age, game image, number of questions/topics, and additional texts. The results suggest that the most important elements are the graphic details of the packaging, obtaining a perception of a higher educational level as more questions are addressed by the game. The simultaneous combination of qualitative techniques monitored with galvanic skin response (neuro-qualitative study) allows additional conclusions to be aligned with the end user of the product, including a prominent social component when the product is purchased as a gift for a third party.

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Section: Introductionmentioning

confidence: 99%

Neuromarketing Applied to Educational Toy Packaging

2020

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Visual and Textual Elements of Board Game Packaging, What Do Children Prefer?—An Eyetracking Study

Pereira,

Rodrigues,

Gouveia

et al. 2024

Smart Innovation, Systems and Technologies

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An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy

et al. 2020

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This research is in response to the question of which aspects of package design are more relevant to consumers, when purchasing educational toys. Neuromarketing techniques are used, and we propose a methodology for predicting which areas attract the attention of potential customers. The aim of the present study was to propose a model that optimizes the communication design of educational toys’ packaging. The data extracted from the experiments was studied using new analytical models, based on machine learning techniques, to predict which area of packaging is observed in the first instance and which areas are never the focus of attention of potential customers. The results suggest that the most important elements are the graphic details of the packaging and the methodology fully analyzes and segments these areas, according to social circumstance and which consumer type is observing the packaging.

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Comunicación silenciosa: estudio comparativo internacional de envases de juguetes

Cited by 3 publications

References 7 publications

Neuromarketing Applied to Educational Toy Packaging

Neuromarketing Applied to Educational Toy Packaging

Visual and Textual Elements of Board Game Packaging, What Do Children Prefer?—An Eyetracking Study

An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy

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