Attractive packages were associated with significant activations in brain regions involved in the processing of visual stimuli and attention (the occipital lobe and precuneus), compared with unattractive packages.
Reimann et al (2010) found out that aesthetic packages significantly increase the reaction time of consumers' choice responses; aesthetic packages were chosen over products with well-known brands in standardized packages, despite higher prices; and they resulted in increased activation in the nucleus accumbens and the ventromedial prefrontal cortex.
Deppe et al. (2005) study suggests that when people choose between their favourite brand and other brands, there is an increased brain activity in the ventromedial prefrontal cortex, a reduced brain activity in the dorsolateral prefrontal cortex / inferior frontal gyrus, and visual cortex (cunues / precuneus) is triggered.
Schaefer et al (2006) suggest the activity changes in the median frontal gyrus correlate with familiar vs. unfamiliar brands. Unfamiliar brand logos vs strong brands induce activity in changes the inferior frontal gyrus, in the hippocampus and lingual gyrus. Strong vs weak brands induce activity changes in the dorsolateral prefrontal cortex / median frontal gyrus.
Kenning, Plassman and Ahlert (2007) research indicated activity in the striatum correlates with brand loyalty to retail brands.
Hammou, Galib & Melloul (2013) suggest that graphic images resulted from the application of neuromarketing techniques are analysed in order to identify how the brain appointed the areas for attention, emotion, memory and personal implications.