About the Book
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.
