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Multisensory Packaging


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Table of 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

About the Author

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.

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