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Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010 E-BOOK)

Tianjin,China,10.12-10.15，2010

ISBN: 978-1-935068-36-5 Scientific Research Publishing, USA

E-Book 886pp Pub. Date: October 2010

Category: Chemistry & Materials Science

Price: $80

Title: Multisensory Persuasion and Storytelling through Packaging Design
Source: Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010 E-BOOK) (pp 225-229)
Author(s): Markus Joutsela, Doctoral student of Aalto University School of Art and Design Helsinki, Finland
Abstract: This paper discusses how different sensory stimuli can be used as a means of communication in packaging design. Packaging is a unique marketing medium in the sense that it can be used to impact all consumers’ senses. Visual cues and storytelling are effective ways of communicating ideas and impressions with packaging, but also other sensory stimuli such as touch, sound, smell and even taste can be used to create meanings. Packaging has many functions but its potential for communicating values, stories and meanings to its end users is often overlooked, when packaging is thought of merely as a container and logistic device. Packaging can communicate information about the brand values, product features, use, origin and quality in various ways; visual appearance is just one of them. Packaging engages the consumer with the product and the brand. I will discuss how different sensory stimuli can be designed and meanings created and communicated with impressions through multisensory packaging. So far there have been only a few studies addressing this matter. I will use some visual packaging examples together with theories of communication and semantics to illustrate and explain this holistic approach to communication through packaging design.
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