The Psychology Behind the Scan: 7 Takeaways from Our Connected Packaging Webinar
What makes someone notice a QR code on a pack, decide it is worth scanning, and engage with what comes next? On 28 September, Appetite Creative Managing Director Jenny Stanley hosted The Psychology Behind the Scan: How Design, Behaviour and AI Drive Connected Packaging Success with Patrick Fagan, Co-founder and Chief Science Officer at Capuchin Behavioural Science, and Christel Morival, CEO of LAMARQ International. Patrick brought the behavioural science; Christel brought the design view from premium spirits, beauty and FMCG packs. Here are the seven lessons we took away. You can watch the full session on YouTube.
1. We are all “cognitive misers”
Shoppers are distracted and overwhelmed, and the brain takes every shortcut it can. Patrick showed how little of what we see is processed consciously. For a QR code, that means one simple, clear message. Anything more complicated and the code becomes the invisible gorilla on the shelf that nobody notices.
2. Get past the brain’s bouncer
Our attention is drawn to faces, cute things, food and surprises. Patrick called the filter that decides what gets through “the brain’s bouncer”. Brands can use those triggers in the artwork around the code to make it impossible to miss, rather than tucking a small square into a corner of the back panel.
3. Spark curiosity, then answer “what’s in it for me?”
A clear benefit is the biggest driver of scans, and it does not have to be a discount. Connection, status and fun all work. Christel’s point was that a QR code must be more than a link to a website: it should offer an experience and act as a media channel for the brand. Copy like “Scan here for more information” gives the shopper no reason to act.
4. Timing matters
The same code performs very differently depending on where people are and what mood they are in. In store, at home in the kitchen and on the go are three different moments, so the experience behind the code should fit the moment the pack is most likely to be in someone’s hands.
5. Avoid the two biggest mistakes
The panel singled out two mistakes that kill scan rates: the invisible code hidden in a corner, and the empty reward that sends people to a homepage and gives them nothing back. Close behind are asking for data before giving any value, slow or untrustworthy landing pages, and one-off experiences that give people no reason to come back.
6. Stand out in an AI world
AI makes it faster than ever to create packaging and content. But, as Christel said, if everyone uses the same prompts, every pack starts to look the same. Brands also need to think about how they appear in AI search, not just on the shelf. Used well, AI can personalise the experience behind the code: the right trigger for the right person at the right moment.
7. Measure more than scans
Scan volume on its own says little about engagement. The metrics that matter are time spent, repeat visits, sharing, data given freely after value has been delivered, and loyalty. Gamified experiences Appetite Creative has built have held attention for three to seven minutes, far longer than any ad. Jenny’s prediction to close the session: “By 2028, nobody will brag about scan rates. They’ll talk about behavioural loyalty: people who come back, go deeper, and bring others with them.” [CONFIRM WITH JENNY: quote taken from the script; confirm she said it.]
A simple framework to take away
- Define the goal of the scan before designing anything.
- Know the motivation: psychographics, not demographics.
- Map the journey from shelf to scan to experience, and back again.
- Test and iterate with research and live data.
- Personalise with AI so each scan feels relevant.
What’s next
Our sixth Global Connected Packaging Survey opens soon. If you would like to explore how behavioural science and design could lift engagement on your packs, get in touch with the Appetite Creative team.
Thank you to Patrick Fagan and Christel Morival for sharing their expertise, and to everyone who joined live.