Editors:
- 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
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Table of contents (13 chapters)
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Front Matter
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Packaging and the Senses
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Front Matter
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Multisensory Packaging Frameworks and Contexts
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Front Matter
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The Future of Multisensory Packaging
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Front Matter
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Back Matter
About this book
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.
Editors and Affiliations
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Department of Marketing BI Norwegian Business School, Oslo, Norway
Carlos Velasco
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Crossmodal Research Laboratory Department of Experimental Psychology, University of Oxford, Oxford, UK
Charles Spence
About the editors
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.
Bibliographic Information
Book Title: Multisensory Packaging
Book Subtitle: Designing New Product Experiences
Editors: Carlos Velasco, Charles Spence
DOI: https://doi.org/10.1007/978-3-319-94977-2
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer International Publishing AG, part of Springer Nature 2019
Hardcover ISBN: 978-3-319-94976-5Published: 10 December 2018
eBook ISBN: 978-3-319-94977-2Published: 28 November 2018
Edition Number: 1
Number of Pages: XV, 378
Number of Illustrations: 26 b/w illustrations
Topics: Innovation/Technology Management, Consumer Behavior, Experimental Psychology