包装设计外文翻译文献文档格式.docx
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包装设计外文翻译文献文档格式.docx
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国外作者:
AradhnaKrishna,LucaCian,Nilü
ferZ.Aydınog˘lu
文献出处:
《JournalofRetailing》,2017.93
(1).43–54
字数统计:
英文2940单词,16736字符;
中文5473汉字
外文文献:
SensoryAspectsofPackageDesign
AbstractPackagingisacriticalaspectofthemarketingoffer,withmanyimplicationsforthemulti-sensorycustomerexperience.Itcanaffectattention,comprehensionofvalue,perceptionofproductfunctionality,andalsoconsumption,withimportantconsequencesforconsumerexperienceandresponse.Thus,whileitwasonceviewedasbeingusefulonlyforproductpreservationandlogistics,packagedesignhasevolvedintoakeymarketingtool.Weintroducethelayered-packagingtaxonomythathighlightsnewwaystothinkaboutproductpackaging.Thistaxonomyhastwodimensions:
thephysicalitydimension,whichiscomposedoftheouter–intermediate–innerpackaginglayers,andthefunctionalitydimension,whichiscomposedofthepurchase–consumptionpackaginglayers.Wethenbuildonthistaxonomytopresentanintegrativeconceptualizationofthesensoryaspectsofpackagedesignastheyaffectkeystagesofcustomerexperience.
Keywords:
Sensorymarketing;
Packaging;
Design;
Customerexperience;
Consumption
1.AttractingAttentionandInitiatingtheCustomerExperience
Mostofthetime,acompany’sproductisplacedbetweenseveralothersimilar(competitors’)productseitherinretailstoresoraspartofmarketingcommunications.Consequently,packagingmustfirstattractthecustomer’sattention(alsocalledbottomupattention;
MilosavljevicandCerf2008).Below,wediscusstheimportanceofvisualsalienceinattractingattentionandthewaysinwhichsaliencecanbeincreasedthrougheffectivedesignofpurchasepackaging.Accordingly,ourdiscussionhererelatesmainlytoelementsofouterphysicalpackaginglayerandthepurchasefunctionalitypackaginglayer.
ImportanceofVisualSalience
Extensivevisualneuroscienceresearchhasshownthatvisualattributesthataffectthesalienceofstimulicanlikewiseimpactwhereandhowlongindividualsfixateoncomplexdisplays,suchasvendingmachinesorsupermarketshelves(Milosavljevicetal.2012).Thus,consumersfixatelongeronmorevisuallysalientitemsrelativetolesssalientitems.
Ifproductsattractvisualattention,consumersaremorelikelytotouchthemaswell;
and,iftheytouchthem,theyareevenmorelikelytopurchasethem(PeckandChilders2006;
PeckandShu2009).Usingafieldstudy,PeckandChilders(2006)showthatincreasingthesalienceoftouch(e.g.,asignsuggestingshoppers“feelthefreshness”ofaproduct)increasesimpulsepurchasing.PeckandShu(2009)furtherdemonstratethatperceivedownershipisincreasedwhentheobjectistouched.Additionalresearchshowsthatwhenconsumersown(orperceivetoown)objects,theyplacegreatervalueontheobjects(Kahneman,Knetsch,andThaler1990;
Peck,Barger,andWebb2013).
IncreasingVisualSalience
Consideringthediscussedsignificanceofvisualsalience,thenaturalfollowingquestionis,then,howtocreatemorevisuallysalientpackaging?
Ingeneral,whenoneormoreofanimage’slow-levelfeatures(brightness,color,size,shape,texture,orsmell)isconsiderablydifferentfromthebackground(Vazquezetal.2010),thedetailappearssalient.
Intermsoflight,themoresaturated(Cian2012)orbrighter(Milosavljevicetal.2012)acolorisincomparisontoitssurroundings,themoreitisvisuallysalient.Withrespecttocolors,thered–greenaxis,accordingtoFreyetal.(2011),isthemostsalientcolorcontrast,whereastheblue–yellowcolorcontrastislessso.Notethatthisresearchisrelatedtonaturalscenes,andneedstobecorroboratedforpurchasescenarioswithfurtherresearch.But,ingeneral,visualsaliencedependsoncontext—howcertainfeaturescomparetotheirsurroundings.Indeed,howweperceivecolorhasevolvedovermillenniatohelpusdistinguishediblefruitsandyoungleavesfromtheirnaturalbackground(Frey,Honey,andKö
nig2008).Thus,forexample,color-highlightedobjectsonpackagingaremoresalient.
2.ProvidingInformationandSettingExpectations
Aftercapturingcustomers’attention,purchasepackagingshouldprovidethepotentialbuyersalltheinformationthattheyareconsciouslyorunconsciouslylookingfor.Inthissection,wepresentareviewofhowdifferentverbalandvisualcuesmaybeusedaspartofpackagedesigntoconveysuchinformationandshapeexpectations.Accordingly,ourdiscussionhererelatesmainlytoelementsofouterandintermediatephysicalpackaginglayers,andthepurchasefunctionalitypackaginglayer.
VerbalCues
Probablythemostintuitiveandsimplestwaypackagingcansetexpectationsisthewayitdescribesitscontents.Specificallyforfoodproducts,consumerscannotreliablyoreasilydeducethecharacteristicsorben
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