Neuro-AI Brand and Packaging Design

This unit integrates neuroscience, human-centered design, and generative AI to create multimodal brand and packaging experiences that influence perception, emotion, and virality. Students synthesize sensory principles (vision, touch, sound, smell, motion, weight, novelty) with AI tools to prototype, test, and justify brand systems for diverse audiences.

Learning Objectives

• Analyze sensory neuroscience and behavioral cues (visual salience, tactile feedback, auditory signals, olfactive mappings, motion, weight perception, novelty) to identify specific design features that drive attention, emotion, and shareability in packaging and advertising
• Apply generative AI tools and models (e.g., music transformers, olfactive/semantic embedding techniques, image/video generation) to produce multimodal brand assets and packaging prototypes aligned with a chosen brand archetype and target emotional responses
• Evaluate prototype effectiveness through measurable methods (first-5-second attention metrics, A/B testing, click-through/engagement data, cognitive fluency assessments, and demographic response analysis) and iterate designs based on quantitative and qualitative results
• Demonstrate professional presentation and ethical reasoning by delivering a portfolio-quality pitch that documents design decisions grounded in neuroscience and AI, addresses demographic and bias considerations, and outlines responsible deployment and testing strategies