Innovating for Mind, Body and Soul

While logic and emotional appeal are essential for innovative products to become successful, embodied cognition is often overlooked but equally important. Embodied cognition refers to physical interactions between consumers and products, such as ease of use and physical limitations like strength, dexterity, and sensory acuity. Innovators must focus on usability and shoppability during the prototype phase and evaluate their products and packages under real retail conditions. As we age, the importance of embodied cognition increases.