IGEPA and B&Ž&G in collaboration with neuroscientists test the importance of packaging design

The IGEPA Plana Paper Distributor wanted to show their fine paper makes a difference in packaging design. As a follow-up to the Spam Jam book and the Mix It Up poster collection, Bruketa&Žinić&Grey Agency took on another IGEPA’s challenge.

The packaging design was composed of a set of eight boxes decreasing in size and placed one inside another, with the aim of inspiring and spurring on the customer to mull over the importance of paper packaging. The set was discrete on the outside, but with a host of surprises hidden in a variety of formats, sizes, design and illustrative solutions. 

IGEPA, together with Bruketa&Žinić&Grey Agency and the Promosapiens team of neuroscientists, conducted a research study to confirm their preliminary hypothesis. The test compared the reaction of respondents to a piece of chocolate found in conventional boxes and unboxed from a set of nested IGEPA boxes. Their reactions were EEG monitored and measured.

As it turned out, the IGEPA packaging had 50% better EEG results than the “traditional” packaging. After testing, 93% of the respondents said explicitly that they had preferred the IGEPA packaging. Besides, the IGEPA packaging had on average virtually 67% higher emotional peaks than the “conventional” packaging. The research study included 35 respondents, 10 of whom were men and 25 women between the ages of 20 and 47, median age 32.5.

It was scientifically proven that people’s experience of the IGEPA boxes was completely different, and that the gift unboxed from the IGEPA boxes was more appreciated than the gift found in “traditional” boxes. IGEPA confirmed that the packaging design is as important as the gift, if not even more.

The research study was carried out as follows:

Igepa plana / Mihaela Franjić (Sales Manager)

Bruketa&Žinić&Grey / Davor Bruketa (Creative Director), Ana Krstić (Account Executive), Vanja Činić (Senior Copywriter), Andrej Gagić (Copywriter), Dora Kasun (Designer, Illustrator), Matej Vučković (Designer), Tomislav Šestak (Art Director, Illustrator), Mirna Ptiček (Art Director), Filip Latin (Designer), Josip Buzov (Strategic Planner), Valentina Bugarin (Account Director), Vesna Đurašin (Production Manager), Radovan Radičević (Head of DTP/Pre-press), Anja Pečovnik (Video Production Manager)

Printera, Offset tisak NP GTO, Sitotisak i dizajn Cvirn, Markek (Print)

Domagoj Kunić (Photographer)