“Packaging Power: Winning the Consumer Brain”

Talk description:

Why do consumers pick one product over another? Packaging is more than just protection—it’s a silent salesman that grabs attention, triggers emotions, and influences buying behavior in ways we don’t even realize. In this interactive talk, Prof. Dr. Timothy Desmet reveals how the consumer brain truly works and how subconscious processes shape decision-making. Discover how to design packaging that not only stands out but also connects with consumers on a deeper level, driving both sales and sustainable behaviors like recycling and reducing food waste.

Who?

Prof. Dr. Timothy Desmet is a cognitive psychologist and co-founder of Sapience, a VUB spin-off specializing in understanding and influencing human behavior. He obtained his PhD at Ghent University, was a Visiting Scientist at MIT, and has conducted research for numerous international companies and organizations. In his spare time, he enjoys wine as a Sommelier-Conseil.