Neuro‑Sensory Branding and Packaging

This unit applies neuroscience, sensory design, and generative AI to craft high-impact brand experiences across sight, sound, scent, touch, and motion. Students synthesize cognitive heuristics (novelty, primacy, fluency, authenticity) and AI-generated music/olfactive concepts into packaging and campaign prototypes that drive perception, virality, and inclusive brand positioning.

Learning Objectives

• Analyze neuroscience and sensory perception principles to justify design decisions for packaging and brand experiences across at least three sensory channels (visual, auditory, olfactory, tactile).
• Apply generative AI tools to produce at least two prototypes (one music transformer output and one olfactive design concept) that evoke specified emotions and align with a defined brand archetype.
• Demonstrate the ability to design a packaging or campaign prototype that leverages at least three cognitive heuristics (e.g., novelty, primacy, transparency, perceived weight/height) to influence consumer judgment and behavior.
• Evaluate examples of viral and authentic brand communications and produce an integrated sensory-brand strategy that addresses target demographics, ethical considerations, and measurable success criteria.