Neuro-AI Convergence in Packaging Design: A Multimodal Biometric and Explainable AI Approach
Neuro-AI Convergence in Packaging Design: A Multimodal Biometric and Explainable AI Approach

Summary/Abstract: This study explores the application of neurodesign principles in packaging to enhance consumer engagement by integrating multimodal neurophysiological and AI-based analysis. Using EEG, eye-tracking and AI-driven emotional classifiers, we compare original packaging with an AI-enhanced “NeuroPack” version for the same product in a controlled laboratory experiment. The findings show that the NeuroPack design elicits higher visual attention, stronger neural indicators of cognitive engagement, and more favourable self-reported brand outcomes than the original packaging. By combining neuromarketing tools with explainable AI, the study offers a replicable framework for data-driven packaging optimisation and illustrates how neurodesign can support more effective marketing decisions in fast-moving consumer goods markets.

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