Emotions stem from 12 fundamental motives. When considered together, this creates the Wheel of Motives - a tool that helps us understand how biology and neuroscience shape consumer behavior. Why does this matter? O-I leverages the Wheel of Motives to help decode a brand, its values, and its personality -- then bring it to life. This results in irresistible packaging that connects emotionally with consumers on an unconscious level. Get a peek into our process and see how it gives us an exclusive advantage in premium glass packaging designs. Link in bio. #packagingdesign #branding #innovative