Colour is perhaps the single most important element as far as the design of multisensory
product packaging is concerned. It plays a key role in capturing the attention of the shopper …

The last few years have seen an ongoing increase of interest in multisensory brand analysis
and design. However, with the growing opportunity to design for each and every one of the …

The recent development of various sensory-enabling technologies (SETs) has attracted the
interest of those marketers wishing to enhance the online and in-store multisensory …

Packaging provides the means of protecting, transporting, and conserving the product that
happens to be contained within. Nowadays, packaging also constitutes a powerful brand …

The key role of packaging in modulating consumer perception and response has led to a
growing scientific interest over the years. However, the multidisciplinary nature of packaging …

This thesis consists of one theoretical chapter, three experimental chapters, and a final
concluding chapter. Eight studies were conducted in total, two of these studies (studies 1-2 …

The recent development of various sensory-enabling technologies has attracted the interest
of those marketers wishing to enhance the online and in-store multisensory experiences that …