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.
Table of Content
Chapter 1: Introduction to multisensory product packaging.- Chapter 2: Packaging colour and its multiple roles.- Chapter 3: Food imagery and transparency in product packaging.- Chapter 4: The role of typeface in packaging design.- Chapter 5: Sonic packaging: How packaging sounds influence multisensory product evaluation.- Chapter 6: Tactile/haptic aspects of multisensory packaging design.- Chapter 7: On the embodied origins of product perception and sensory evaluation.- Chapter 8: The Multisensory Analysis of Product Packaging (MAPP) framework.- Chapter 9: Influencing healthy food choice through multisensory packaging design.- Chapter 10: Multisensory premiumness.- Chapter 11: Multisensory packaging design across cultures.- Chapter 12: The consumer neuroscience of packaging.- Chapter 13: Multisensory consumer-packaging interaction (CPI): The role of new technologies.
About the author
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.
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