Multisensory Persuasion and Storytelling through Packaging Design
This paper discusses how different sensory stimuli can be used as a means of communication inpackaging design. Packaging is a unique marketing medium in the sense that it can be used to impact all consumerssenses. Visual cues and storytelling are effective ways of communicating ideas and impressions withpackaging, but also other sensory stimuli such as touch, sound, smell and even taste can be used to createmeanings. Packaging has many functions but its potential for communicating values, stories and meanings toits end users is often overlooked, when packaging is thought of merely as a container and logistic device.Packaging can communicate information about the brand values, product features, use, origin and quality invarious ways; visual appearance is just one of them. Packaging engages the consumer with the product andthe brand.I will discuss how different sensory stimuli can be designed and meanings created and communicated withimpressions through multisensory packaging. So far there have been only a few studies addressing this matter.I will use some visual packaging examples together with theories of communication and semantics to illustrateand explain this holistic approach to communication through packaging design.
Markus Joutsela
Doctoral student of Aalto University School of Art and Design Helsinki, Finland
国际会议
The 17th IAPRI World Conference on Packaging(第17届世界包装大会)
天津
英文
225-229
2010-10-12（万方平台首次上网日期，不代表论文的发表时间）