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.