Multisensory Packaging (eBook)

Designing New Product Experiences

Carlos Velasco, Charles Spence (Herausgeber)

eBook Download: PDF

2018 | 1st ed. 2019
XV, 378 Seiten
Springer International Publishing (Verlag)
978-3-319-94977-2 (ISBN)

Infos

This edited collection presents state-of-the-art reviews of the latest developments in multisensory packaging design. Bringing together leading researchers and practitioners working in the field, the contributions consider how our growing understanding of the human senses, as well as new technologies, will transform the way in which we design, interact with, and experience food and beverage, home and personal care, and fast-moving consumer products packaging. Spanning all of the senses from colour meaning, imagery and font, touch and sonic packaging, a new framework for multisensory packaging analysis is outlined. Including a number of case studies and examples, this book provides both practical application and theoretical discussion to appeal to students, researchers, and practitioners alike.

Carlos Velasco is Assistant Professor of Marketing at BI Norwegian Business School, Norway, where he co-founded the Center for Multisensory Marketing. His research focuses on multisensory perception, marketing, and human-computer interaction. He has worked with a number of companies on topics such as multisensory experience design, food and drink, packaging, and branding.

Charles Spence is Professor of Experimental Psychology at the University of Oxford, UK. His research focuses on how a better understanding of the human mind will lead to the better design of multisensory foods, products, interfaces, and environments in the future. Over the last two decades, Charles has consulted for a number of multinational companies advising on various aspects of multisensory design, packaging, and branding.

Inhalt

Contents 5
Notes on Contributors 7
List of Figures 10
List of Tables 14
1: Multisensory Product Packaging: An Introduction 15
Introduction 15
Packaging: From Brand Element to Multisensory Experience Delivery Device 17
Packaging and the Senses 20
Multisensory Packaging Frameworks and Contexts 22
The Future of Multisensory Packaging 25
Conclusions 27
References 28
Part I: Packaging and the Senses 33
2: Packaging Colour and Its Multiple Roles 34
Introduction 34
Using Packaging Colour to Optimize Shelf Standout While Maximizing Processing Fluency 39
Congruency in the Choice of Packaging Colour 39
Conveying Meaning Through Packaging Colour 42
The Changing Meaning of (Packaging) Colour Through the Years 43
Conveying Meaning Through Multiple Colour Cues in Packaging 45
The Role of Packaging Colour(s) on Product Expectations and Product Experience 47
Conclusions 50
Directions for Future Research 52
References 54
3: Food Imagery and Transparency in Product Packaging 62
Introduction 62
The Sight of Food 64
The Impact of Food Imagery on Product Packaging 66
The Impact of Transparent Packaging 71
The Problem with Minimalism 76
Implications and Opportunities for Product Packaging 79
References 81
4: The Role of Typeface in Packaging Design 91
Introduction 91
The Processing Fluency of Different Typeface 95
On the Multiple Meanings of Typeface 97
A Case of Research on Typefaces: The Taste of Typeface 102
Conclusions 105
References 107
5: Sonic Packaging: How Packaging Sounds Influence Multisensory Product Evaluation 114
Introduction 114
On the Relative Importance of Sound at Different Stages of User-Package Interaction 115
Effect of Packaging Sounds at the Point of Purchase 116
Packaging Sound as a Diagnostic Tool 116
Packaging Sounds 118
Packaging Sounds During Product Usage/Consumption 119
Sound of Opening 119
Wine Closures 121
The Importance of Loudness 122
Packaging Sounds in Frequent-Usage Scenarios 123
The Sound of Product-Packaging Interaction 126
Sound in Combination with Other Sensory Elements 127
Future Trends 128
Healthy/Ecological Products 128
Augmented Sounds Linked to Product Packaging 129
Conclusions 130
References 131
6: Tactile/Haptic Aspects of Multisensory Packaging Design 137
Introduction 137
Sensation Transference 139
Tactile Experience of Packaging: ‘The Moments of Truth’ Framework 141
Tactile Contamination 142
Tactile Attributes of Packaging Design 144
Weight 144
Texture 148
Firmness/Compressibility 151
Temperature 152
Packaging Shape 152
Iconic Packaging Shape 152
Haptic Affordances 154
Interim Summary 155
Combining Cues in Multisensory Product Packaging 156
Congruency Versus Incongruency in Tactile/Haptic Packaging Design 157
Individual Differences in the Need for Touch 159
Conclusions 159
References 160
Part II: Multisensory Packaging Frameworks and Contexts 170
7: Full-Bodied Taste: On the Embodied Origins of Product Perception and Sensory Evaluation 171
Introduction 171
Aims and Approach 173
A Situated, Embodied Perspective on Consumer Judgment and Decision-Making 175
Grounded Cognition in Consumer Behaviour 176
Overall Packaging Shape and Embodied Meaning Portrayal 177
Packaging Shape and Taste 180
Graphic Layout and Composition 182
Tactile Design and Surface Textures 186
Discussion 189
References 193
8: The Multisensory Analysis of Product Packaging Framework 199
Introduction: Packaging in the Context of Multisensory Marketing 199
Overview of Approaches to the Development of Effective Multisensory Packaging 202
Traditional Research Techniques 202
The Sensory Snapshot Technique 203
Kansei/Affective Engineering 206
Implicit Approaches and Neuroscience-Based Research 207
Interim Summary 209
A Framework for the Multisensory Analysis of Product Packaging 210
On the Different Sensory Cues in a Product’s Packaging: Low- and High-Level Attributes and the Responses They Evoke 211
Multisensory Packaging Congruency 214
Sensory Dominance and Overload in Packaging 218
Multisensory Analysis of Product Packaging Steps and Hypothetical Case Study 219
Multisensory Analysis of Product Packaging Steps 219
Example: Premium Beer Packaging 220
Conclusions 222
References 223
9: Influencing Healthy Food Choice through Multisensory Packaging Design 232
Introduction 232
Challenges in Promoting Healthy Food Choice 235
Food Labels 238
Health Labels 239
Organic Labels 240
Multisensory Packaging for Healthy Food 241
Colour, Health, and Taste 242
Packaging Material 243
Shape Roundness and Angularity 246
Sound Symbolism 247
Consumer Characteristics 248
General Health Interest 249
Dietary Restraint 250
Food Neophilia and Neophobia 251
Conclusions 252
References 253
10: Multisensory Premiumness 263
Introduction 263
On Premium and Luxury Products 264
Why Talk about a Multisensory Approach to Packaging Premium Products? 266
Communicating Premiumness via Multisensory Features 267
Vision 268
Audition 273
Touch 276
Smell and Flavour 280
Multisensory Premium Packaging Design and Conclusions 282
References 284
11: Multisensory Packaging Design across Cultures 293
Introduction 293
Section 1: Fundamentals of Packaging Design and Culture 295
Effective Characteristics of Multisensory Packaging Design 295
Definitions of Culture 296
Hofstede’s Dimensions of Culture 299
Section 2: Culture and Perception 301
Sense of Vision: Field Dependence-Independence 301
Sense of Touch: Contact and Non-Contact Cultures 302
Sense of Smell 303
Packaging Acoustics and the Sense of Hearing 303
Section 3: Culture and Processing of Packaging 304
Culturally Divergent Cognitions Elicited by Packaging Characteristics 304
Cultural Differences in Cross-Modal Correspondences 306
Consumer Affective Responses to Packaging 307
Meta-Cognitions Elicited by Processing Packaging Cues 308
Section 4: Culture and Consumer Attitudes and Behaviour 308
Culture and the Influence of Packaging-Induced Cognitions on Behaviour 308
Cultural Variables Moderating Effects of Packaging-Evoked Affect 309
Section 5: Gaps in Knowledge as Avenues for Future Research 310
Conclusion 311
References 312
Part III: The Future of Multisensory Packaging 322
12: The Consumer Neuroscience of Packaging 323
Introduction 323
On the Relationship between Neuromarketing and Consumer Neuroscience 325
Branding on the Brain 326
Labelling on the Brain 328
Neuroimaging Studies of Packaging Design 328
Neuroimaging Research: Brain Correlates of Packaging Design 329
Predictive Neuroimaging in the Field of Branding and Packaging Design 333
Limitations of Neuromarketing Approach to Packaging Evaluation 336
From Neuromarketing to Neuroscience-Inspired Techniques for the Assessment of Packaging 339
Eye-Tracking as a Consumer Neuroscience Method 340
Conclusions 342
References 344
13: Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies 352
Introduction 352
Digitally Enhanced Packaging: A New Form of Marketing Communication? 354
Visual Search 355
Information Attributes 356
Seeing Inside the Box 358
Enhancing Sensory Expectations 360
Digitally Enhanced Packaging: A New Form of Multisensory Consumer Experience 362
Designing Multisensory Consumption Experiences around Packaging 363
Improving Consumer-Brand Interactions 364
Nudging Consumption Behaviour 366
Conclusions and Future Applications 368
References 369
Index 378

Produkt-Details

• Erscheint lt. Verlag: 28.11.2018
• Zusatzinfo: XV, 378 p. 26 illus.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Business psychology • Consumer behaviour • Consumer psychology • Marketing • Packaging • R&D • Research and Development • Senses • Technology • Waste
• ISBN-10: 3-319-94977-2 / 3319949772
• ISBN-13: 978-3-319-94977-2 / 9783319949772