Towards Neurodesign. The Mental Effort in packaging design

User feedback collection methodologies nowadays also benefit from neuroscience tools and methods. Among the typical indicators of neuroscientific experimentation, there are three commonly accepted ones: Emotional Index, Interest, and Mental Effort. While the first two describe the affective sphere, the last notes the cognitive response. The tools needed for its measurement have become portable, lightweight, and readily available. This allows its use in real contexts, opening up to neuromarketing and neurodesign experiments. On the other hand, the method of interpreting the data is still underdeveloped. The contribution aims to increase knowledge of Mental Effort in the design community, summarize the tools needed for measurement by emphasizing the most accessible ones, apply an interpretation tool and present a possible one. Satisfactory results emerge from the case described, demonstrating that it is possible to use neurophysiological data to identify areas for improvement of the product.