At the core of the Ginnasium project lies a comprehensive analysis of the design ecosystem surrounding gin bottles. By combining scientific rigor with artistic intuition, Ginnasium aims to uncover the hidden drivers behind consumer preferences.
"Ginnasium, in our minds, has never been merely a design project, but rather a functional tool aimed at providing designers and spirits producers with the means to analyze consumers' responses to various combinations of elements comprising a packaging system," summarizes Dario Santilli, Packaging Solutions Manager at UPM Raflatac.
Collaboration and creativity: project partners and designers
Ginnasium, the first neuromarketing case study of gin design, has been conducted in collaboration with partners in the packaging value chain, Sovemec, Vetroelite, Luxoro, SenseCatch, Vinolok, and T&K Srl.
In addition, five distinguished design agencies from Southern Italy actively participated in this project: D’Aroma Studio, Più Blu Solutions, Basile ADV & Resistenza Type Foundry, Idem Design, and Ad Positive. Their objective was to encapsulate the essence of their respective regions through two unique designs created for a gin bottle. With access to a diverse array of materials and techniques, these designers set out to create designs that not only captivated attention but also evoked the cultural nuances of their regions.
Decoding consumer behavior through neuromarketing
Through a series of tests and interviews, Ginnasium delved into the subconscious minds of Italian gin enthusiasts, uncovering the hidden drivers behind their purchasing decisions. Using eye-tracking technology, micro-skin sweating sensors, and EEG headsets, researchers from SenseCatch gained invaluable insights into visual attention, emotional involvement, and implicit preferences. By understanding the nuances of consumer behavior, Ginnasium aims to empower designers to create packaging that resonates on a deeper level.
The results of the study demonstrate that the selection of packaging design elements is critical to catching attention on the shelf.
Paper types and perception – Glossy and embossed papers draw consumer attention to the bottle, creating a sense of dynamism within the packaging. Matt paper elevates sophistication and uniqueness, evoking a poetic and theatrical context. Dark textured papers imbue the bottle with character and convey an expectation of a rich, intense taste.
Printing techniques – Embossing and debossing not only capture attention visually but also through touch. Consumers can envisage the product’s characteristics even before experiencing it firsthand. Strategic metallic embellishments serve to highlight the product’s qualities and overall design.
Bottle shape – Square bottles intensify the radiance of embellishments positioned on their edges by directing light and capturing attention. They often evoke perceptions of a “premium” and assertive product. Round bottles impart a sense of softness and are a perfect fit for conveying dynamism. Rounder shapes tend to evoke a taste profile characterized by refinement and softness.
The closure – The closure (cap) plays a crucial role in shaping consumer perception. Tall and vibrant closures instantly convey a specific message when viewed attentively on the shelf. While flat caps receive less initial attention, they are perceived as refined during physical interaction with the bottle.
Graphic design – A gin bottle serves as a canvas for expressing its personality through shapes, colors, and materials. Strong, dark colors on angular bottles evoke a sense of heightened value, richness, and strength, setting the expectation of an intensely flavored product. Softer colors and rounded shapes create the perception of a smoother and more refined gin, suggesting freshness. Colorful designs instill expectations of a sweet, fruit-infused distilled beverage. Both visual and tactile contrasts play a significant role in shaping perception.
Conclusion: Blending artistry with science for lasting impact
The findings of the Ginnasium project underscore the pivotal role of design in shaping consumer perceptions and driving purchasing decisions. From the strategic placement of elements to the tactile experience of interacting with the bottle, every detail plays a crucial role in capturing attention and fostering engagement. By harnessing the power of neuromarketing and creativity, Ginnasium aims to revolutionize the way brands connect with consumers on the shelf.
As brands continue to seek innovative ways to stand out in a crowded marketplace, projects like Ginnasium offer a glimpse into the future of design. By combining the artistry of master designers with the insights of neuromarketing experts, Ginnasium represents a pioneering approach in the world of gin, crafting experiences that resonate with consumers on both a rational and emotional level.
For the full study and detailed insights, explore our digital version of the book