ABSTRACT
The brain harbors a particular interest in innovation and for millions of years, innovation has allowed the human race not only to survive, but to evolve at a faster rate than other living species.
Concepts of what is beautiful or ugly are perceived by the “insular cortex” area of the brain. They lead to direct feelings of pleasure or disgust with respect to innovations. Neuroscientific techniques provide information about the brain’s positive or negative perception of innovations by observing the reactions of its insular cortex.
Neuroscientific techniques contribute to improving the success rate of the launch of new products and services. The “neuro-aesthetics” of design represent a new line of research for neuroscientific analysis. Neuroscientific techniques enable the effects of design to be evaluated. Their applications are attracting increasing interest from a growing number of multinational companies. The creation of high-performance designs, agreeable to the brain, is an important element that makes a strong contribution to a product’s success in the market.
A number of neuroscientific researchers have noticed, when using magnetic resonance imaging (MRI), significant variations in brain activity when the subject is shown different types of packaging. Certain specific elements of packaging directly attract the brain’s attention and interest: images and iconography, colors, writing, size, shape and brand. When these elements are designed to be neuro-compatible, the brain finds them more attractive.
