When you think of the packaging of household products, what do you see?
Probably an image of the product being used. This is good, because showing consumers a usage experience can create a desire in them to use the product.
This relates to mental simulation: an unconscious process in the brain where it tries to simulate the experience of others - to mimic what others are feeling. For example, as soon as we see a glass on a table and a hand reaching for it, our brain unconsciously engages in picking up the glass as well.
A good example of mental simulation comes from a study we did for Philips on a packaging for their new iron.
After studying both packages with fMRI, we find that the packaging on the right (with a right hand holding the iron) scored better than left. Unconsciously, left-handed simulation activated an aversion in participants. Read the entire Philips case here.
The results can be explained by the fact that 90% of the population is right-handed. Therefore, it's easier for most brains to simulate experience of holding an iron with the right hand than the left. In contrast, simulating a left handed hold unconsciously result to an "error", which is interpreted by the brain as an aversion.
Take a look at these two yogurt bowls and positions of the spoons. Most people (i.e. right-handed people) can more easily simulate the experience of the image on the right than left, because the spoon is easier to grasp in their brain.
Of course, this finding also applies to all images used in marketing and communication. In these images of Coca-Cola, the bottles are held with the 'wrong' hand (with the left). This makes it more difficult for mental simulation to happen.
Advice: Make sure that your marketing images promote mental simulation. Keep in mind that 90% of the population is right-handed. Make the desired consumer behaviour easy for consumers to reach.
