Multisensory Packaging: Designing New Product Experiences

Description

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. Front Matter ....Pages i-xv Multisensory Product Packaging: An Introduction (Carlos Velasco, Charles Spence)....Pages 1-18 Front Matter ....Pages 19-19 Packaging Colour and Its Multiple Roles (Charles Spence, Carlos Velasco)....Pages 21-48 Food Imagery and Transparency in Product Packaging (Gregory Simmonds, Charles Spence)....Pages 49-77 The Role of Typeface in Packaging Design (Carlos Velasco, Charles Spence)....Pages 79-101 Sonic Packaging: How Packaging Sounds Influence Multisensory Product Evaluation (Qian Janice Wang, Charles Spence)....Pages 103-125 Tactile/Haptic Aspects of Multisensory Packaging Design (Charles Spence)....Pages 127-159 Front Matter ....Pages 161-161 Full-Bodied Taste: On the Embodied Origins of Product Perception and Sensory Evaluation (Thomas J. L. van Rompay, Bob M. Fennis)....Pages 163-190 The Multisensory Analysis of Product Packaging Framework (Carlos Velasco, Charles Spence)....Pages 191-223 Influencing Healthy Food Choice through Multisensory Packaging Design (Anna Fenko)....Pages 225-255 Multisensory Premiumness (Carlos Velasco, Charles Spence)....Pages 257-286 Multisensory Packaging Design across Cultures (Casparus J. A. Machiels, Ulrich R. Orth)....Pages 287-315 Front Matter ....Pages 317-317 The Consumer Neuroscience of Packaging (Charles Spence, Carlos Velasco, Olivia Petit)....Pages 319-347 Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies (Olivia Petit, Carlos Velasco, Charles Spence)....Pages 349-374 Back Matter ....Pages 375-378