Predictive packaging design: Tasting shapes,typefaces, names,and sounds |
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| Affiliation: | 1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;2. Universidad de la Sabana, Bogotá, Colombia;3. School of Psychology, Faculty of Health Sciences, University of Adelaide, Adelaide, Australia;1. Center for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway;2. School of Mathematical and Physical Sciences, University of Newcastle, Newcastle, NSW, Australia;3. Department of Marketing, McGill University, Montréal, Canada;4. School of Psychology, The University of Adelaide, Adelaide 5005, SA, Australia;1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;2. Xperiment, Lausanne, Switzerland;3. Centre for the Study of the Senses, School of Advanced Study, University of London, UK;1. Department of Department of Food Science and Business, Miyagi University, Sendai, Japan;2. Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway |
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| Abstract: | Many studies have documented that people match a variety of tastes, aromas, and flavours crossmodally to other sensory features, such as abstract shapes, names, and speech sounds. These findings have had a significant impact on how the sensory attributes of product packaging are understood and how they can contribute to product communication and hence enhance brand value. Here, we report on a study designed to assess how rounded vs. angular shapes, typefaces, and names, and high vs. low pitched sounds, can be combined in order to convey information about the taste (sweetness and sourness) of a product. Our results support the view that “sweet” tastes are better expressed by means of rounded shapes, typefaces, and names, and low-pitched sounds, whereas “sour tastes” are better conveyed by means of angular shapes, typefaces, and names, and high-pitched sounds. These results are discussed in light of the literature on crossmodal correspondences and predictive packaging design. |
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| Keywords: | Packaging Design Multisensory Crossmodal |
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