IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v93y2017i1p43-54.html
   My bibliography  Save this article

Sensory Aspects of Package Design

Author

Listed:
  • Krishna, Aradhna
  • Cian, Luca
  • Aydınoğlu, Nilüfer Z.

Abstract

Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response. Thus, while it was once viewed as being useful only for product preservation and logistics, package design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that highlights new ways to think about product packaging. This taxonomy has two dimensions: the physicality dimension, which is composed of the outer–intermediate–inner packaging layers, and the functionality dimension, which is composed of the purchase–consumption packaging layers. We then build on this taxonomy to present an integrative conceptualization of the sensory aspects of package design as they affect key stages of customer experience.

Suggested Citation

  • Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    • Handle: RePEc:eee:jouret:v:93:y:2017:i:1:p:43-54
    DOI: 10.1016/j.jretai.2016.12.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435916300811
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2016.12.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    2. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
    3. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    4. Luca Cian & Aradhna Krishna & Ryan S. Elder, 2015. "A Sign of Things to Come: Behavioral Change through Dynamic Iconography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1426-1446.
    5. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    6. Ryan S. Elder & Aradhna Krishna, 2012. "The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 988-1003.
    7. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard H, 1990. "Experimental Tests of the Endowment Effect and the Coase Theorem," Journal of Political Economy, University of Chicago Press, vol. 98(6), pages 1325-1348, December.
    8. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
    9. Peck, Joann & Childers, Terry L., 2006. "If I touch it I have to have it: Individual and environmental influences on impulse purchasing," Journal of Business Research, Elsevier, vol. 59(6), pages 765-769, June.
    10. Rita Coelho do Vale & Rik Pieters & Marcel Zeelenberg, 2008. "Flying under the Radar: Perverse Package Size Effects on Consumption Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 380-390, June.
    11. Caglar Irmak & Beth Vallen & Stefanie Rosen Robinson, 2011. "The Impact of Product Name on Dieters' and Nondieters' Food Evaluations and Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(2), pages 390-405.
    12. Boyoun (Grace) Chae & JoAndrea Hoegg, 2013. "The Future Looks "Right": Effects of the Horizontal Location of Advertising Images on Product Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 223-238.
    13. Ann E. Schlosser, 2006. "Learning through Virtual Product Experience: The Role of Imagery on True versus False Memories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 377-383, October.
    14. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
    15. Rajesh Bagchi & Amar Cheema, 2013. "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 947-960.
    16. Nİlüfer Z. Aydinoğlu & Aradhna Krishna, 2011. "Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1095-1112.
    17. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
    18. Peck, Joann & Childers, Terry L, 2003. "Individual Differences in Haptic Information Processing: The "Need for Touch" Scale," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 430-442, December.
    19. Koert Van Ittersum & Brian Wansink, 2012. "Plate Size and Color Suggestibility: The Delboeuf Illusion's Bias on Serving and Eating Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(2), pages 215-228.
    20. C. Caldara & Aradhna Krishna & Ryan S. Elder, 2010. "Feminine to smell but masculine to touch ? Multisensory congruence and its effect on the aesthetic experience," Post-Print halshs-00528786, HAL.
    21. Gerald J. Gorn & Amitava Chattopadhyay & Tracey Yi & Darren W. Dahl, 1997. "Effects of Color as an Executional Cue in Advertising: They're in the Shade," Management Science, INFORMS, vol. 43(10), pages 1387-1400, October.
    22. Ryan S. Elder & Aradhna Krishna, 2010. "The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 748-756, February.
    23. Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
    24. Elizabeth G. Miller & Barbara E. Kahn, 2005. "Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 86-92, June.
    25. JoAndrea Hoegg & Joseph W. Alba, 2007. "Taste Perception: More than Meets the Tongue," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 490-498, December.
    26. repec:cup:judgdm:v:3:y:2008:i::p:396-403 is not listed on IDEAS
    27. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Madzharov, Adriana V., 2019. "Self-Control and Touch: When Does Direct Versus Indirect Touch Increase Hedonic Evaluations and Consumption of Food," Journal of Retailing, Elsevier, vol. 95(4), pages 170-185.
    2. Pantoja, Felipe & Borges, Adilson & Rossi, Patricia & Yamim, Amanda Pruski, 2020. "If I touch it, I will like it! The role of tactile inputs on gustatory perceptions of food items," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Adilson Borges & Felipe Pantoja & Patricia Rossi & Amanda Yamim, 2020. "If I Touch It, I will Like It! The Role of Tactile Inputs on Gustatory Perceptions of Food Items," Post-Print hal-02507986, HAL.
    4. Liu, Stephanie Q. & Wu, Laurie Luorong & Yu, Xi & Huang, Huiling, 2022. "Marketing online food images via color saturation: A sensory imagery perspective," Journal of Business Research, Elsevier, vol. 151(C), pages 366-378.
    5. Jha, Subhash & Balaji, M.S. & Peck, Joann & Oakley, Jared & Deitz, George D., 2020. "The Effects of Environmental Haptic Cues on Consumer Perceptions of Retailer Warmth and Competence," Journal of Retailing, Elsevier, vol. 96(4), pages 590-605.
    6. Racat, Margot & Capelli, Sonia & Lichy, Jessica, 2021. "New insights into ‘technologies of touch’: Information processing in product evaluation and purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    7. Rizomyliotis, Ioannis & Konstantoulaki, Kleopatra & Kostopoulos, Ioannis, 2018. "Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement," Australasian marketing journal, Elsevier, vol. 26(3), pages 204-215.
    8. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    9. Adriana V. Madzharov & Suresh Ramanathan & Lauren G. Block, 2016. "The Halo Effect of Product Color Lightness on Hedonic Food Consumption," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 579-591.
    10. Choi, Jungsil & Li, Yexin Jessica & Rangan, Priyamvadha & Yin, Bingqing & Singh, Surendra N., 2020. "Opposites attract: Impact of background color on effectiveness of emotional charity appeals," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 644-660.
    11. Duarte, Paulo & e Silva, Susana Costa, 2020. "Need-for-touch and online purchase propensity: A comparative study of Portuguese and Chinese consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    12. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.
    13. Xiaoyu Wang & Hean Tat Keh & Hongrui Zhao & Yijie Ai, 2020. "Touch vs. click: how computer interfaces polarize consumers’ evaluations," Marketing Letters, Springer, vol. 31(2), pages 265-277, September.
    14. Liu, Wumei & Batra, Rajeev & Wang, Haizhogn, 2017. "Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation," Journal of Retailing, Elsevier, vol. 93(3), pages 369-381.
    15. Nima Y. Jalali & Purushottam Papatla, 2016. "The palette that stands out: Color compositions of online curated visual UGC that attracts higher consumer interaction," Quantitative Marketing and Economics (QME), Springer, vol. 14(4), pages 353-384, December.
    16. Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.
    17. Aparna Sundar & James J. Kellaris, 2017. "How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness," Journal of Business Ethics, Springer, vol. 146(3), pages 685-701, December.
    18. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    19. Imschloss, Monika & Kuehnl, Christina, 2019. "Feel the Music! Exploring the Cross-modal Correspondence between Music and Haptic Perceptions of Softness," Journal of Retailing, Elsevier, vol. 95(4), pages 158-169.
    20. Mihaela Åžtir & Adriana Zaiå¢, 2019. "Potential Impact Of Virtual Touching On Endowment And Feelings Of Ownership. A Literature Review Of Concepts And Scales," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 24, pages 145-162, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:93:y:2017:i:1:p:43-54. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.