Designing packaging is more than just dressing a product. Good design informs, seduces, creates an experience and even saves the planet.

Branderman Podcast Hernán Braberman

Episode 14

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Alejandro Salgado Montejo | Neuroscience Applied to Packaging Design

October 5th 2020

Episode notes

What role can neuroscience and behavioral psychology play in packaging design? Alejandro Salgado Montejo has a PhD in experimental psychology from Oxford University. He is one of the leading specialists in science-based packaging design and innovation.

Alejandro integrates neuroscience, artificial intelligence, machine learning and market research applied to FMCG.

In this episode we talk about how to apply neuroscience to the process of creating a package. He told me why when designing a package our focus should be on building a multi-sensory expectation and experience. We also talked about how artificial intelligence is revolutionizing market research.

Alejandro has been an associate professor at the University of La Sabana and the University of Rosario and has taught at more than twenty universities and research centers in different countries.

He has published articles in journals such as Psychological Science, Experimental Brain Research, Psychology & Marketing, and Cognition and Emotion and has presented at international events such as South-by-South West, ESOMAR, Fraunhofer Innovation Days, European Federation of Neuroscience, and TEDxOxford.

Alejandro has led research on the affective and aesthetic mechanisms involved in multisensory perception in relation to packaging at the Crossmodal Research Laboratory at the University of Oxford, UK.

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