Velasco / Spence Multisensory Packaging

Designing New Product Experiences
1. Auflage 2018
ISBN: 978-3-319-94977-2
Verlag: Springer Nature Switzerland
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 381 Seiten

Reihe: Progress in Mathematics

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.

Autoren/Hrsg.

Velasco, Carlos

Spence, Charles

Inhaltsverzeichnis

1;Contents;5
2;Notes on Contributors;7
3;List of Figures;10
4;List of Tables;14
5;1: Multisensory Product Packaging: An Introduction;15
5.1;Introduction;15
5.2;Packaging: From Brand Element to Multisensory Experience Delivery Device;17
5.3;Packaging and the Senses;20
5.3.1;Multisensory Packaging Frameworks and Contexts;22
5.3.2;The Future of Multisensory Packaging;25
5.4;Conclusions;27
5.5;References;28
6;Part I: Packaging and the Senses;33
6.1;2: Packaging Colour and Its Multiple Roles;34
6.1.1;Introduction;34
6.1.2;Using Packaging Colour to Optimize Shelf Standout While Maximizing Processing Fluency;39
6.1.2.1;Congruency in the Choice of Packaging Colour;39
6.1.3;Conveying Meaning Through Packaging Colour;42
6.1.3.1;The Changing Meaning of (Packaging) Colour Through the Years;43
6.1.3.2;Conveying Meaning Through Multiple Colour Cues in Packaging;45
6.1.4;The Role of Packaging Colour(s) on Product Expectations and Product Experience;47
6.1.5;Conclusions;50
6.1.5.1;Directions for Future Research;52
6.1.6;References;54
6.2;3: Food Imagery and Transparency in Product Packaging;62
6.2.1;Introduction;62
6.2.2;The Sight of Food;64
6.2.3;The Impact of Food Imagery on Product Packaging;66
6.2.4;The Impact of Transparent Packaging;71
6.2.5;The Problem with Minimalism;76
6.2.6;Implications and Opportunities for Product Packaging;79
6.2.7;References;81
6.3;4: The Role of Typeface in Packaging Design;91
6.3.1;Introduction;91
6.3.2;The Processing Fluency of Different Typeface;95
6.3.3;On the Multiple Meanings of Typeface;97
6.3.4;A Case of Research on Typefaces: The Taste of Typeface;102
6.3.5;Conclusions;105
6.3.6;References;107
6.4;5: Sonic Packaging: How Packaging Sounds Influence Multisensory Product Evaluation;114
6.4.1;Introduction;114
6.4.2;On the Relative Importance of Sound at Different Stages of User-Package Interaction;115
6.4.3;Effect of Packaging Sounds at the Point of Purchase;116
6.4.3.1;Packaging Sound as a Diagnostic Tool;116
6.4.3.2;Packaging Sounds;118
6.4.4;Packaging Sounds During Product Usage/Consumption;119
6.4.4.1;Sound of Opening;119
6.4.4.1.1;Wine Closures;121
6.4.4.1.2;The Importance of Loudness;122
6.4.4.2;Packaging Sounds in Frequent-Usage Scenarios;123
6.4.4.3;The Sound of Product-Packaging Interaction;126
6.4.5;Sound in Combination with Other Sensory Elements;127
6.4.6;Future Trends;128
6.4.6.1;Healthy/Ecological Products;128
6.4.6.2;Augmented Sounds Linked to Product Packaging;129
6.4.7;Conclusions;130
6.4.8;References;131
6.5;6: Tactile/Haptic Aspects of Multisensory Packaging Design;137
6.5.1;Introduction;137
6.5.1.1;Sensation Transference;139
6.5.2;Tactile Experience of Packaging: ‘The Moments of Truth’ Framework;141
6.5.2.1;Tactile Contamination;142
6.5.3;Tactile Attributes of Packaging Design;144
6.5.3.1;Weight;144
6.5.3.2;Texture;148
6.5.3.3;Firmness/Compressibility;151
6.5.3.4;Temperature;152
6.5.4;Packaging Shape;152
6.5.4.1;Iconic Packaging Shape;152
6.5.4.2;Haptic Affordances;154
6.5.4.3;Interim Summary;155
6.5.5;Combining Cues in Multisensory Product Packaging;156
6.5.5.1;Congruency Versus Incongruency in Tactile/Haptic Packaging Design;157
6.5.6;Individual Differences in the Need for Touch;159
6.5.7;Conclusions;159
6.5.8;References;160
7;Part II: Multisensory Packaging Frameworks and Contexts;170
7.1;7: Full-Bodied Taste: On the Embodied Origins of Product Perception and Sensory Evaluation;171
7.1.1;Introduction;171
7.1.1.1;Aims and Approach;173
7.1.2;A Situated, Embodied Perspective on Consumer Judgment and Decision-Making;175
7.1.2.1;Grounded Cognition in Consumer Behaviour;176
7.1.3;Overall Packaging Shape and Embodied Meaning Portrayal;177
7.1.4;Packaging Shape and Taste;180
7.1.5;Graphic Layout and Composition;182
7.1.6;Tactile Design and Surface Textures;186
7.1.7;Discussion;189
7.1.8;References;193
7.2;8: The Multisensory Analysis of Product Packaging Framework;199
7.2.1;Introduction: Packaging in the Context of Multisensory Marketing;199
7.2.2;Overview of Approaches to the Development of Effective Multisensory Packaging;202
7.2.2.1;Traditional Research Techniques;202
7.2.2.2;The Sensory Snapshot Technique;203
7.2.2.3;Kansei/Affective Engineering;206
7.2.2.4;Implicit Approaches and Neuroscience-Based Research;207
7.2.2.5;Interim Summary;209
7.2.3;A Framework for the Multisensory Analysis of Product Packaging;210
7.2.3.1;On the Different Sensory Cues in a Product’s Packaging: Low- and High-Level Attributes and the Responses They Evoke;211
7.2.3.2;Multisensory Packaging Congruency;214
7.2.3.3;Sensory Dominance and Overload in Packaging;218
7.2.4;Multisensory Analysis of Product Packaging Steps and Hypothetical Case Study;219
7.2.4.1;Multisensory Analysis of Product Packaging Steps;219
7.2.4.2;Example: Premium Beer Packaging;220
7.2.5;Conclusions;222
7.2.6;References;223
7.3;9: Influencing Healthy Food Choice through Multisensory Packaging Design;232
7.3.1;Introduction;232
7.3.2;Challenges in Promoting Healthy Food Choice;235
7.3.2.1;Food Labels;238
7.3.2.2;Health Labels;239
7.3.2.3;Organic Labels;240
7.3.3;Multisensory Packaging for Healthy Food;241
7.3.3.1;Colour, Health, and Taste;242
7.3.3.2;Packaging Material;243
7.3.3.3;Shape Roundness and Angularity;246
7.3.3.4;Sound Symbolism;247
7.3.4;Consumer Characteristics;248
7.3.4.1;General Health Interest;249
7.3.4.2;Dietary Restraint;250
7.3.4.3;Food Neophilia and Neophobia;251
7.3.5;Conclusions;252
7.3.6;References;253
7.4;10: Multisensory Premiumness;263
7.4.1;Introduction;263
7.4.2;On Premium and Luxury Products;264
7.4.3;Why Talk about a Multisensory Approach to Packaging Premium Products?;266
7.4.4;Communicating Premiumness via Multisensory Features;267
7.4.4.1;Vision;268
7.4.4.2;Audition;273
7.4.4.3;Touch;276
7.4.4.4;Smell and Flavour;280
7.4.5;Multisensory Premium Packaging Design and Conclusions;282
7.4.6;References;284
7.5;11: Multisensory Packaging Design across Cultures;293
7.5.1;Introduction;293
7.5.2;Section 1: Fundamentals of Packaging Design and Culture;295
7.5.2.1;Effective Characteristics of Multisensory Packaging Design;295
7.5.2.2;Definitions of Culture;296
7.5.2.3;Hofstede’s Dimensions of Culture;299
7.5.3;Section 2: Culture and Perception;301
7.5.3.1;Sense of Vision: Field Dependence-Independence;301
7.5.3.2;Sense of Touch: Contact and Non-Contact Cultures;302
7.5.3.3;Sense of Smell;303
7.5.3.4;Packaging Acoustics and the Sense of Hearing;303
7.5.4;Section 3: Culture and Processing of Packaging;304
7.5.4.1;Culturally Divergent Cognitions Elicited by Packaging Characteristics;304
7.5.4.2;Cultural Differences in Cross-Modal Correspondences;306
7.5.4.3;Consumer Affective Responses to Packaging;307
7.5.4.4;Meta-Cognitions Elicited by Processing Packaging Cues;308
7.5.5;Section 4: Culture and Consumer Attitudes and Behaviour;308
7.5.5.1;Culture and the Influence of Packaging-Induced Cognitions on Behaviour;308
7.5.5.2;Cultural Variables Moderating Effects of Packaging-Evoked Affect;309
7.5.6;Section 5: Gaps in Knowledge as Avenues for Future Research;310
7.5.7;Conclusion;311
7.5.8;References;312
8;Part III: The Future of Multisensory Packaging;322
8.1;12: The Consumer Neuroscience of Packaging;323
8.1.1;Introduction;323
8.1.1.1;On the Relationship between Neuromarketing and Consumer Neuroscience;325
8.1.2;Branding on the Brain;326
8.1.2.1;Labelling on the Brain;328
8.1.3;Neuroimaging Studies of Packaging Design;328
8.1.4;Neuroimaging Research: Brain Correlates of Packaging Design;329
8.1.4.1;Predictive Neuroimaging in the Field of Branding and Packaging Design;333
8.1.5;Limitations of Neuromarketing Approach to Packaging Evaluation;336
8.1.6;From Neuromarketing to Neuroscience-Inspired Techniques for the Assessment of Packaging;339
8.1.6.1;Eye-Tracking as a Consumer Neuroscience Method;340
8.1.7;Conclusions;342
8.1.8;References;344
8.2;13: Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies;352
8.2.1;Introduction;352
8.2.2;Digitally Enhanced Packaging: A New Form of Marketing Communication?;354
8.2.2.1;Visual Search;355
8.2.2.2;Information Attributes;356
8.2.2.3;Seeing Inside the Box;358
8.2.2.4;Enhancing Sensory Expectations;360
8.2.3;Digitally Enhanced Packaging: A New Form of Multisensory Consumer Experience;362
8.2.3.1;Designing Multisensory Consumption Experiences around Packaging;363
8.2.3.2;Improving Consumer-Brand Interactions;364
8.2.3.3;Nudging Consumption Behaviour;366
8.2.4;Conclusions and Future Applications;368
8.2.5;References;369
9;Index;378