Impact of neuromarketing on graphic design focused on packaging

Abstract

This article presents a systematic review on the impact of neuromarketing in graphic design, specifically focused on packaging. The study followed the systematic mapping methodology proposed by Petersen et al. (2008), identifying, classifying, and analyzing 21 relevant scientific articles published between 2019 and 2025. The findings reveal that neuromarketing plays a fundamental role in optimizing packaging design by integrating neuroscientific techniques such as eye-tracking, electroencephalography (EEG), and functional magnetic resonance imaging (fMRI) to measure consumer attention, emotion, and memory toward visual stimuli. Sensory elements such as color, shape, texture, and typography significantly influence purchase decisions and brand differentiation. Moreover, there is a growing trend toward experimental and evaluative studies that explore consumers’ emotional responses and their connection with visual design. The review concludes that applying neuromarketing principles in packaging design enhances communicative and aesthetic effectiveness, strengthens brand recall and loyalty, and establishes itself as a strategic tool for contemporary marketing.