Multisensory Persuasion and Storytelling through Packaging DesignReport as inadecuate

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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.


Multisensory; packaging design, storytelling, impressions, branding

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Author: Markus Joutsela



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