As one of the most iconic labels in consumer products, even captured in pop art by Warhol, Campbell’s soup had to have some serious research behind their label redesign. That research? “Neuromarketing:” The team clipped small video cameras to the testers at eye level and had them later watch tape of themselves shopping for soup. Special vests captured skin-moisture levels, heart rate, depth and pace of breathing, and posture. Sensors tracked eye movements and pupil width. In layman’s terms, they judged the body’s “emotional” response to packaging (I know my heart skips a beat while shopping for condensed soup).

So what were the conclusions? The bowl was updated, steam was added, the logo was lowered, soup varieties were color-coded, and the spoon was removed. Personally, I appreciate the design, especially the new font for the soup variety text, but I’m quite surprised by the deviation. Many bloggers have contributed their opinions, and I expect that it will make greater headlines as the products hit the shelves… so what do you think?