The Multisensory Analysis of Product Packaging Framework

The last few years have seen an ongoing increase of interest in multisensory brand analysis and design. However, with the growing opportunity to design for each and every one of the customer’s senses, comes the challenge of knowing how best to conceptualize multisensory design without immediately becoming overwhelmed by the range of possibilities (not to mention potential multisensory stimulus combinations on offer). In this chapter, the various approaches that have been put forward over the years in order to facilitate intelligent/efficient multisensory design innovation are reviewed. The roles of crossmodal congruency, processing fluency, and sensory dominance in the context of multisensory packaging design are discussed. Based on the broad literature covered, we outline a novel framework for the Multisensory Analysis of Product Packaging (MAPP). We distinguish between different kinds of sensory information, elucidate some of the key ways in which they interact, and highlight a number of the most important questions that ought to be considered when it comes to the design of multisensory product packaging.

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