In this episode, Sigi Hale, Ph.D., Head of Consumer Insights and Testing, explains the neuroscience behind shopper recognition, brand familiarity, and buying behavior. We explore why some packaging redesigns hurt sales, how shoppers rely on memory and visual cues at the shelf, and why changing the wrong elements can disrupt years of brand recognition.

Sigi also shares how CPG brands can approach packaging redesigns more strategically, understand what can safely change, and test new designs before they reach retail shelves.

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