{"id":91691,"date":"2024-02-16T15:32:25","date_gmt":"2024-02-16T14:32:25","guid":{"rendered":"https:\/\/www.packagingpremiere.it\/?p=91691"},"modified":"2024-03-14T13:01:31","modified_gmt":"2024-03-14T12:01:31","slug":"ginnasium-neuromarketing-meets-gin-design","status":"publish","type":"post","link":"https:\/\/www.packagingpremiere.it\/en\/uncategorized\/ginnasium-neuromarketing-meets-gin-design\/","title":{"rendered":"Ginnasium. Neuromarketing meets gin design"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"91691\" class=\"elementor elementor-91691 elementor-91690\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-35694cc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"35694cc\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c7069f\" data-id=\"8c7069f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61b907b elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"61b907b\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Ginnasium. Neuromarketing meets gin design<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9b04e1b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"9b04e1b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b9d35cd\" data-id=\"b9d35cd\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d218a3e elementor-widget elementor-widget-post-info\" data-id=\"d218a3e\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-24b06d9 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.packagingpremiere.it\/en\/2024\/02\/16\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>February 16, 2024<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a0088c elementor-widget elementor-widget-text-editor\" data-id=\"0a0088c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A gym for gin packaging, but above all, the first case study in neuromarketing for gin design.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d4f9c07 elementor-widget elementor-widget-text-editor\" data-id=\"d4f9c07\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is from this idea that Ginnasium took shape, a project that brought together UPM Raflatac, So.ve.mec, Luxoro, Vetroelite, Vinolok, T&amp;K, and SenseCatch\u2014specialists in papers, printing, embellishments, bottles, closures, market research, and neuromarketing. Additionally, five design studios from different Italian regions participated to discover how to create a highly effective gin packaging project in influencing consumer choices.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c48ff9a elementor-widget elementor-widget-image\" data-id=\"c48ff9a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"360\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732846.jpg\" class=\"attachment-large size-large wp-image-91656\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732846.jpg 890w, https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732846-300x135.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732846-768x345.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3951c22 elementor-widget elementor-widget-text-editor\" data-id=\"3951c22\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Yes, because when creating packaging, it&#8217;s not enough for it to be &#8220;beautiful&#8221;: Ginnasium&#8217;s objective is to analyze the use and combination of elements that make up the design system of a gin bottle, including papers, printing techniques, embellishments, glass, and closures, to understand their impact on the emotional response of the consumer. The underlying premise of the entire study is the need to differentiate from competitors through design because not being seen is equivalent to not initiating the consideration and purchase process of the product.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58b2090 elementor-widget elementor-widget-text-editor\" data-id=\"58b2090\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em><strong>Ten projects for five days<\/strong><\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ba6871 elementor-widget elementor-widget-text-editor\" data-id=\"2ba6871\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Designing a bottle of an alcoholic beverage is, in a sense, a form of mixology: the art of dosing and mixing the available ingredients to create a unique, engaging result that also expresses the communicative concept. When it comes to gin, the choice and mix of botanicals make a difference and are tied to the region of origin. This is why Ginnasium involved five design studios from central-southern Italy to tell the story of their region through two designs each. Each studio was provided with a bottle, customizable glass closures, two types of paper, and various types of embellishments, inks, and printing techniques. It was not a contest but a creative exercise in which Idem Design (Puglia), Pi\u00f9 Bl\u00f9 Solutions (Lazio), Basile ADV \u2013 Resistenza (Campania), AD Positive (Sicilia), and D\u2019Aroma Studio (Abruzzo) participated. They followed a brief that gave expressive freedom based on a few key elements: the name of the gin (Ginnasium), the premium positioning, and the absence of written information on the label that would evoke the taste of the gin or influence consumer expectations.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-daf1682 elementor-widget elementor-widget-image\" data-id=\"daf1682\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"360\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732807.jpg\" class=\"attachment-large size-large wp-image-91662\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732807.jpg 890w, https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732807-300x135.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732807-768x345.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-529eacd elementor-widget elementor-widget-text-editor\" data-id=\"529eacd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b><i>Materials and printing techniques<\/i><\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-77de473 elementor-widget elementor-widget-text-editor\" data-id=\"77de473\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Sono nati dieci progetti diversissimi tra loro. Le etichette e i collarini, stampati da Sovemec, hanno utilizzato un ampio range di tecniche di stampa: verniciatura flexo, colori a caldo, lamine colate, serigrafia opaca\/lucida e a rilievo, label on label con accoppiamento di due carte differenti, fustellature, embossing, debossing, vernici con texture sabbiate e stampa offset waterless. Le carte messe a disposizione da UPM Raflatac sono cinque, ciascuna con propriet\u00e0 distintive: Forest PP Clear TC50, un film in polipropilene wood based da fonte rinnovabile; Aluflex Premium, alluminio triplo strato, con eccellenti propriet\u00e0 di embossing e debossing; Cotton Black WSA, 100% carta cotone nera in pasta perfetta per supportare nobilitazioni importanti; Genesi WSA-FSC, carta bianca texturizzata estremamente versatile dall\u2019alta resa di stampa; Jazz Ice Premium FSC, carta bianca con texture in debossing barrierata nell\u2019impasto. Per le nobilitazioni, i designer hanno attinto dai cataloghi di colori LUXOR\u00ae\/ALUFIN\u00ae, LIGHT LINE\u00ae e LUMAFIN\u00ae di Luxoro, applicati con clich\u00e9 in ottone hinderer+m\u00fchlich Italia. Gli inchiostri speciali sono UV 171 UT di T&amp;K Toka e Terragloss UV Matt Varnish G 8\/606 di ACTEGA. Infine la gamma di bottiglie di Vetroelite, i modelli Manila, Capri, Antica Farmacia, Evan e Oasis, e di tappi Vinolok: Deco, Low Top, Nest, Philos e Pool, personalizzati all\u2019occorrenza con stampe e coating colorati.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f89a5b4 elementor-widget elementor-widget-text-editor\" data-id=\"f89a5b4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><i><b>The neuromarketing study<\/b><\/i><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec79ca5 elementor-widget elementor-widget-text-editor\" data-id=\"ec79ca5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The projects were arranged on a shelf, alternating between different regions and, consequently, different bottle shapes. They were presented to an Italian panel of non-expert gin consumers with the goal of choosing the bottle that best represented the region of origin. The study analyzed consumer behavior: the attention given to the label, the most observed areas, the reading mode. The sensations generated by the pack system in the consumer were also analyzed, from the first moment in front of the shelf to the choice and physical interaction with the bottle. The entire experience was measured using neuromarketing technologies: an Eye-Tracker to monitor visual attention, a Bio-Tracker sensor for measuring emotional engagement through skin micro-sweating, and an EEG headset to understand implicit liking. In addition to these behavioral metrics, perceived value positioning, product expectations, and choice motivations were analyzed.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48e2adc elementor-widget elementor-widget-text-editor\" data-id=\"48e2adc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Source: PrintLovers<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14587ae elementor-align-justify elementor-widget elementor-widget-dynamic-button\" data-id=\"14587ae\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"dynamic-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-button-wrapper\">\n            <a href=\"https:\/\/www.printlovers.net\/news\/ginnasium-il-neuromarketing-incontra-il-gin-design\/563\" class=\"elementor-button-link elementor-button elementor-size-sm elementor-animation-grow\" role=\"button\">\n                        <span class=\"elementor-button-content-wrapper\">\n\t\t\t                <span class=\"elementor-button-icon elementor-align-icon-right\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n            \t\t\t<span class=\"elementor-button-text\">READ FULL ARTICLE<\/span>\n\t\t<\/span>\n                    <\/a>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f5e056 elementor-align-justify elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-dynamic-button\" data-id=\"2f5e056\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" 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data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"360\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732836.jpg\" class=\"attachment-large size-large wp-image-91654\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732836.jpg 890w, https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732836-300x135.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2024\/02\/1707732836-768x345.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3afd38 elementor-widget elementor-widget-spacer\" data-id=\"f3afd38\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23c76e8 elementor-widget elementor-widget-heading\" data-id=\"23c76e8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The latest news from Packaging Premi\u00e8re &amp; PCD Milan<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebc895c elementor-align-justify elementor-widget elementor-widget-dynamic-button\" data-id=\"ebc895c\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"dynamic-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-button-wrapper\">\n            <a href=\"https:\/\/www.packagingpremiere.it\/it\/iscriviti-alla-newsletter\/\" class=\"elementor-button-link elementor-button elementor-size-sm elementor-animation-grow\" role=\"button\">\n                        <span class=\"elementor-button-content-wrapper\">\n\t\t\t                <span class=\"elementor-button-icon elementor-align-icon-right\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n            \t\t\t<span class=\"elementor-button-text\">Subscribe to our newsletter<\/span>\n\t\t<\/span>\n                    <\/a>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0bdcb8b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"0bdcb8b\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4946b40\" data-id=\"4946b40\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>A gym for gin packaging, but above all, the first case study in neuromarketing for gin design. It is from this idea that Ginnasium took shape, a journey that brought together UPM Raflatac, So.ve.mec, Luxoro, Vetroelite, Vinolok, T&amp;K, and SenseCatch.<\/p>\n","protected":false},"author":174,"featured_media":91654,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"Ginnasium. Neuromarketing meets gin design%%sep%% %%sitetitle%%","_seopress_titles_desc":"A gym for gin packaging, but above all, the first case study in neuromarketing for gin design. It is from this idea that Ginnasium took shape, a journey that brought together UPM Raflatac, So.ve.mec, Luxoro, Vetroelite, Vinolok, T&amp;K, and SenseCatch.","_seopress_robots_index":"","footnotes":""},"categories":[350,2],"tags":[],"edition":[543,659],"class_list":["post-91691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top-news-en","category-uncategorized","edition-packaging-premiere-pcd-milan-2023","edition-packaging-premiere-pcd-milan-2024"],"_links":{"self":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/91691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/users\/174"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/comments?post=91691"}],"version-history":[{"count":5,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/91691\/revisions"}],"predecessor-version":[{"id":91699,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/91691\/revisions\/91699"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/media\/91654"}],"wp:attachment":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/media?parent=91691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/categories?post=91691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/tags?post=91691"},{"taxonomy":"edition","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/edition?post=91691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}