Women read the fine print on cereal boxes more than men: How neuroscience can help package design

The human brain is one of the most complex living structure in the known universe. It is no surprise then, that neuroscientific methods, such as eye tracking, are often used by organisations to get an insight into the human brain. How does neuroscience affect the packaging designs of various products? Dr Nicholas Hamelin, Director-Neuroscience Lab & Nikhita Kishore (Student, GMBA) explain.