The packaging Pavlov


The stimulus provided by the packaging design creates an expectation that makes us imagine the pleasure of consuming the product.

Whenever we are deciding a purchase, your brain experiences a significant amount of mental processes that combine our knowledge with our expectations.

We rely on the experience of past consumption of both to choose a known product, which we are confident and consistent, as well as to try and learn something new that attracts us. A moving human beings desire.

Conditioned desire


Ivan Pavlov was a famous Russian scientist who formulated the law of conditioned reflex . His best-known dogs experiment was ringing a bell just before feeding and after several repeated trials, the dogs began to salivate nothing but to hear the bell (a stimulus that was previously neutral, which became conditioned). In conclusion, the dog salivating at the mere presence of the stimulus.

In a way we function in a similar way Pavlov’s dogs when we are facing a empaqu e, and design functions as the stimulus of the bell.

The mere fact reminds us see and recognize the consumption experience , whether it is a product we’ve already consumed, or makes us imagine what it will do if you’ve never even tried.

When we hold a package we perceive with our senses. We recognize it, we walk, we experience it in seconds and this experience, whether good or bad, is recorded in our memory, associated with the product and the brand.

VISTA: We recognize shapes and colors with the most primitive part of the brain. The reptilian brain comprises images faster than words so much. The color we generated different sensations, or what we can pass a good picture of product. All this causes us a sensory image that feeds our expectations.

The new packaging and label Arlistán make use of curves and suggestive shapes that are directly associated with the delicious taste and aroma.

TOUCH: On contact with the material multiple sensations can also soar. Metallic, shiny, shiny surfaces such as luxurious jewels provide very different sensations rolled matte, dull or the same kraft paperboard conveys warmth, and goes back to handmade products.

Tin Cusco has applied a textured ink that mimics the surface of the stone and invites you to discover with the fingertips.

EAR: The unmistakable sound to open a bottle or can of beer is almost like start drinking. We also can stimulate the crunch to manipulate a metallic container chips, before opening. A different from a tissue that surrounds and protects a wine bottle in a case that invites us to discover its contents slowly feeling.

The symphony of taste is complemented by the sound of the bag and the crunch of potato chips El Corte Ingles

SMELL: With this regard and we are getting closer to the time of consumption. It is the prelude to the taste and complements to the point that we sometimes prefer to continue enjoying the captivating scent for a while. For example when opening the coffee feel the intensity when the bag is opened for the first time. Just as it is with a treat, with the scent of tea, or with a chocolate. Even after eating we can again smell the aroma wrap which persists and remember his indulgent taste.

Estancia Las Quinas evokes the scent of the “raw material” of honey by a closeup of flowers.


TASTE: Upon tasting and meeting the expectations with reality occurs. If the result is positive, the product has surpassed the expectations generated by the packaging design on the consumer. If the result is negative, it means that the design did the job but the product was not up to it.

The image evokes the intensity Flash Corona and indulgence of chocolate powder with a hyperrealistic image illustrating consumption situations.