- Presents state-of-the-art research from leading academics and practitioners working in the field
- Brings both experimental psychology and neuroscience to the context of packaging design
- Offers an insight into the way new technology will transform the way products are experienced and thus how businesses are run
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.
CONTENTS
Chapter 1: Introduction to multisensory product packaging
Part I: Packaging and the senses
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
Part II: Multisensory packaging frameworks and contexts
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 Part III: The future of multisensory packaging
Chapter 12: The consumer neuroscience of packaging
Chapter 13: Multisensory consumer-packaging interaction (CPI): The role of new technologies