As part of the cooperation between the HSE Art&Design School and the «SPAR» hypermarket chain, a brief was developed, following which a packaging design for an energy drink was created.
As a result of an internal open-school, more than 50 ready-made solutions were provided to the customer, and a shortlist of works was compiled by the curators of the direction. The Institute of Cognitive Neuroscience, which joined the case in order to determine the most effective packaging option from the point of view of marketing and the most positively perceived by respondents, tested students’ design solutions in comparison with competitors’ products by methods of studying skin-galvanic reflexes and eytracing. The results of the study coincided with the results of a parallel marketing survey of consumers conducted by «SPAR»
