For decades, the dual-process model of decision-making has shaped how we think about human behavior. Popularized by Daniel Kahneman's Thinking, Fast and Slow, it divides thinking into two systems: System 1, fast and intuitive, and System 2, slow and rational, tasked with correcting System 1’s errors. It’s a compelling narrative, but neuroscience has advanced to show that it doesn’t align with how the brain truly operates.
A common misconception is that System 1 represents emotional decision-making. While this idea has been widely accepted in marketing and branding, it’s not part of Kahneman’s original theory. As neuroscientist Lisa Feldman Barrett explains, emotions are not hardwired reactions; they are constructed experiences shaped by the brain’s predictions, past experiences, and context. Although this topic warrants its own exploration, it underscores how oversimplified views of the brain can distort reality.
Matt Grawitch critiques the dual-process model for its reliance on false dichotomies. He points out that the division between Systems 1 and 2 assumes clear boundaries that don’t exist in practice. For example, intuitive decisions aren’t inherently flawed, nor are analytical ones free from bias. Research by Couchman et al. (2016) showed that when people are confident in their intuitive choices, those decisions are often highly accurate, up to 85 percent of the time. Grawitch argues that attributing errors to one “system” and successes to another is misleading, as both intuition and analysis involve complex, intertwined processes.
But how does this understanding translate into branding? At Nitid Studio, we apply these insights at every step of our process. Understanding how consumers make decisions and knowing the evidence behind how different packaging elements influence perception help us achieve more effective results. We move away from the false belief that consumers choose emotionally or intuitively and focus instead on understanding the evidence that reveals how people actually behave and decide. This allows us to define the elements of a brand and their hierarchy accordingly.
A great example of this is our work with Ruani, a brand of healthy brownies with a clean label but crafted using a chef’s recipe to ensure they’re delicious.
Connecting Science to Strategy
When we started working with Ruani, the challenge was clear: evidence shows that foods using “healthy” visual codes are often perceived as less flavorful. The client wanted their brownies to be perceived as indulgent first and healthy second. To address this, we relied on insights from neuroscience and consumer psychology to guide every decision we made.
The packaging features the brownie on the left, a deliberate choice based on evidence that elements positioned there are perceived as lighter. The product is presented as delicately balanced on one of its corners, resembling the movement of a spinning top. This presentation reinforces its lightness, a quality that consumers mentally associate with healthfulness. Additionally, we used saturated, bold colors, as studies show these tones are often associated with intense and flavorful experiences. This choice supported the indulgent aspect of the product while maintaining a sense of vibrancy and appeal.
The ingredients were presented as a culinary display, evoking the meticulous arrangement one might find in a chef’s kitchen. This choice connected the product to its premium, handcrafted origins. Furthermore, we crafted the description using sensory language and adjectives, a proven method to enhance the perception of flavor. These elements combined to create a coherent visual and verbal structure that emphasized indulgence, healthfulness, and quality without overwhelming the consumer with unnecessary details.
Why This Matters
It may sound obvious that consumers don’t process every detail equally, and that establishing hierarchies in communication is essential. However, brands and agencies often lose sight of this principle, focusing instead on telling an overarching story designed to “emotionally connect” with consumers. While this may sound poetic and appealing to brands, it often leads to ambiguous strategies that result in products that fail in the market because they overlook what should stand out and the mental connections the brand aims to establish.
At Nitid Studio, we prioritize salience and clarity in every project, ensuring that what matters most to the consumer is front and center.
This approach reflects a broader truth about branding. It’s not about emotional versus rational decision-making but about understanding how people perceive and process information. When brands align their messaging with how the brain works, they can communicate more effectively, create stronger connections, and ultimately drive better results.
While it’s tempting to reduce decision-making to controlled versus uncontrolled or rational versus emotional choices, the reality is far more nuanced. Our brains thrive on simplification to save energy, but the world we navigate exists in shades of gray, not black and white. Recognizing the complexity of how we think and act allows us to ask better questions, and better questions lead to better answers. By integrating these insights into brand thinking, we can create more effective, memorable, and impactful branding and help brands avoid wasting time and money.
Fernando Arendar is a branding expert with 18+ years of experience in packaging for consumer goods and the founder of Nitid Studio. Known for coining the term "neuropackaging," Fernando combines insights from neuroscience, cognitive psychology, and behavioral science to craft impactful designs that shape consumer perceptions.
For decades, the dual-process model of decision-making has shaped how we think about human behavior. Popularized by Daniel Kahneman's Thinking, Fast and Slow, it divides thinking into two systems: System 1, fast and intuitive, and System 2, slow and rational, tasked with correcting System 1’s errors. It’s a compelling narrative, but neuroscience has advanced to show that it doesn’t align with how the brain truly operates.
A common misconception is that System 1 represents emotional decision-making. While this idea has been widely accepted in marketing and branding, it’s not part of Kahneman’s original theory. As neuroscientist Lisa Feldman Barrett explains, emotions are not hardwired reactions; they are constructed experiences shaped by the brain’s predictions, past experiences, and context. Although this topic warrants its own exploration, it underscores how oversimplified views of the brain can distort reality.
Matt Grawitch critiques the dual-process model for its reliance on false dichotomies. He points out that the division between Systems 1 and 2 assumes clear boundaries that don’t exist in practice. For example, intuitive decisions aren’t inherently flawed, nor are analytical ones free from bias. Research by Couchman et al. (2016) showed that when people are confident in their intuitive choices, those decisions are often highly accurate, up to 85 percent of the time. Grawitch argues that attributing errors to one “system” and successes to another is misleading, as both intuition and analysis involve complex, intertwined processes.
But how does this understanding translate into branding? At Nitid Studio, we apply these insights at every step of our process. Understanding how consumers make decisions and knowing the evidence behind how different packaging elements influence perception help us achieve more effective results. We move away from the false belief that consumers choose emotionally or intuitively and focus instead on understanding the evidence that reveals how people actually behave and decide. This allows us to define the elements of a brand and their hierarchy accordingly.
A great example of this is our work with Ruani, a brand of healthy brownies with a clean label but crafted using a chef’s recipe to ensure they’re delicious.
Connecting Science to Strategy
When we started working with Ruani, the challenge was clear: evidence shows that foods using “healthy” visual codes are often perceived as less flavorful. The client wanted their brownies to be perceived as indulgent first and healthy second. To address this, we relied on insights from neuroscience and consumer psychology to guide every decision we made.
The packaging features the brownie on the left, a deliberate choice based on evidence that elements positioned there are perceived as lighter. The product is presented as delicately balanced on one of its corners, resembling the movement of a spinning top. This presentation reinforces its lightness, a quality that consumers mentally associate with healthfulness. Additionally, we used saturated, bold colors, as studies show these tones are often associated with intense and flavorful experiences. This choice supported the indulgent aspect of the product while maintaining a sense of vibrancy and appeal.
The ingredients were presented as a culinary display, evoking the meticulous arrangement one might find in a chef’s kitchen. This choice connected the product to its premium, handcrafted origins. Furthermore, we crafted the description using sensory language and adjectives, a proven method to enhance the perception of flavor. These elements combined to create a coherent visual and verbal structure that emphasized indulgence, healthfulness, and quality without overwhelming the consumer with unnecessary details.
Why This Matters
It may sound obvious that consumers don’t process every detail equally, and that establishing hierarchies in communication is essential. However, brands and agencies often lose sight of this principle, focusing instead on telling an overarching story designed to “emotionally connect” with consumers. While this may sound poetic and appealing to brands, it often leads to ambiguous strategies that result in products that fail in the market because they overlook what should stand out and the mental connections the brand aims to establish.
At Nitid Studio, we prioritize salience and clarity in every project, ensuring that what matters most to the consumer is front and center.
This approach reflects a broader truth about branding. It’s not about emotional versus rational decision-making but about understanding how people perceive and process information. When brands align their messaging with how the brain works, they can communicate more effectively, create stronger connections, and ultimately drive better results.
While it’s tempting to reduce decision-making to controlled versus uncontrolled or rational versus emotional choices, the reality is far more nuanced. Our brains thrive on simplification to save energy, but the world we navigate exists in shades of gray, not black and white. Recognizing the complexity of how we think and act allows us to ask better questions, and better questions lead to better answers. By integrating these insights into brand thinking, we can create more effective, memorable, and impactful branding and help brands avoid wasting time and money.
Fernando Arendar is a branding expert with 18+ years of experience in packaging for consumer goods and the founder of Nitid Studio. Known for coining the term "neuropackaging," Fernando combines insights from neuroscience, cognitive psychology, and behavioral science to craft impactful designs that shape consumer perceptions.
