Sensory Aspects of Package Design

Journal of Retailing, Volume 93, Issue 1, Pages 43-54, March 2017

12 Pages Posted: 1 Apr 2017 Last revised: 27 Dec 2017

See all articles by Aradhna Krishna

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Luca Cian

University of Virginia - Darden School of Business

Nilufer Aydinoglu

Koc University

Date Written: January 1, 2017

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.

Keywords: Sensory Marketing, Packaging, Design, Customer Experience, Consumption

Suggested Citation

Krishna, Aradhna and Cian, Luca and Aydinoglu, Nilufer, Sensory Aspects of Package Design (January 1, 2017). Journal of Retailing, Volume 93, Issue 1, Pages 43-54, March 2017. Available at SSRN: https://ssrn.com/abstract=2942172

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Luca Cian (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Nilufer Aydinoglu

Koc University ( email )

Istanbul, 34450
Turkey

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