Think you’re craving tomato soup on a cold day just because you’re hungry? Think again—or rather, don’t think: Your brain is already telling you what to do, soup-wise.

Using a line of consumer research called neuromarketing, Campbell’s has been measuring microscopic changes in skin moisture, heart rate and other biometrics in study participants when they view its products, packaging, logo and more.

Through these studies, as well as others that showed the trademark color red and the nearly identical labels in the Campbell’s line made it difficult and therefore frustrating for consumers to find just the variety they were looking for, Campell’s is about to make some pretty substantial and surprising changes to its packaging.

Starting this fall, the company’s logo will be made smaller and moved lower on the label. Condensed-soup varieties will be sectioned into four color-coded categories such as “taste sensations” in orange and “classic favorites” in light brown. The pictures of the products on the label will be larger and more “vibrant” with more steam pictured. The lowly spoon turned out not to be an emotional trigger, so it was removed.

online.wsj.com

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