Neuro-AI Convergence in Packaging Design: A Multimodal Biometric and Explainable AI Approach
Abstract
This study explores the application of neurodesign principles in packaging to enhance consumer engagement by integrating multimodal neurophysiological and AI-based analysis.Using EEG, eye-tracking and AI-driven emotional classifiers, we compare original packaging with an AI-enhanced "NeuroPack" version for the same product in a controlled laboratory experiment.The findings show that the NeuroPack design elicits higher visual attention, stronger neural indicators of cognitive engagement, and more favourable selfreported brand outcomes than the original packaging.By combining neuromarketing tools with explainable AI, the study offers a replicable framework for data-driven packaging optimisation and illustrates how neurodesign can support more effective marketing decisions in fast-moving consumer goods markets.
Fields of Study & Subjects
Consumer Packaging Perceptions and Trends
Consumer Retail Behavior Studies
Multisensory perception and integration
Publication details
- Journal / source
- Amfiteatru Economic
- Publisher
- Bucharest University of Economic Studies
- Volume
- 28
- Issue
- 71
- Pages
- 256–256
- Publication date
- 1 February 2026
- Language
- RO