Multisensory Packaging

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.

• Chapter 1: Introduction to multisensory product packaging.- 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.- 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.- Chapter 12: The consumer neuroscience of packaging.- Chapter 13: Multisensory consumer-packaging interaction (CPI): The role of new technologies.