包裝設計外文翻譯文獻

文獻信息：文獻標題：SensoryAspectsofPackageDesign(包裝設計的感官方面)國外作者：AradhnaKrishna，LucaCian,NiluferZ.Aydinoglu文獻出處：《JournalofRetailing》，2017.93(1).43-54字數統(tǒng)計：英文2940單詞，16736字符；中文5473漢字外文文獻：SensoryAspectsofPackageDesignAbstractPackagingisacriticalaspectofthemarketingoffer,withmanyimplicationsforthemulti-sensorycustomerexperience.Itcanaffectattention,comprehensionofvalue,perceptionofproductfunctionality,andalsoconsumption,withimportantconsequencesforconsumerexperienceandresponse.Thus,whileitwasonceviewedasbeingusefulonlyforproductpreservationandlogistics,packagedesignhasevolvedintoakeymarketingtool.Weintroducethelayered-packagingtaxonomythathighlightsnewwaystothinkaboutproductpackaging.Thistaxonomyhastwodimensions:thephysicalitydimension,whichiscomposedoftheouterintermediate-innerpackaginglayers,andthefunctionalitydimension,whichiscomposedofthepurchase-consumptionpackaginglayers.Wethenbuildonthistaxonomytopresentanintegrativeconceptualizationofthesensoryaspectsofpackagedesignastheyaffectkeystagesofcustomerexperience.Keywords:Sensorymarketing;Packaging;Design;Customerexperience;Consumption1?AttractingAttentionandInitiatingtheCustomerExperienceMostofthetime,acompany'sproductisplacedbetweenseveralothersimilar(competitors')productseitherinretailstoresoraspartofmarketingcommunications.Consequently,packagingmustfirstattractthecustomer'sattention(alsocalledbottomupattention;MilosavljevicandCerf2008).Below,wediscusstheimportanceofvisualsalienceinattractingattentionandthewaysinwhichsaliencecanbeincreasedthrougheffectivedesignofpurchasepackaging.Accordingly,ourdiscussionhererelatesmainlytoelementsofouterphysicalpackaginglayerandthepurchasefunctionalitypackaginglayer.ImportanceofVisualSalienceExtensivevisualneuroscienceresearchhasshownthatvisualattributesthataffectthesalienceofstimulicanlikewiseimpactwhereandhowlongindividualsfixateoncomplexdisplays,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).IncreasingVisualSalienceConsideringthediscussedsignificanceofvisualsalience,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,andKonig2008).Thus,forexample,color-highlightedobjectsonpackagingaremoresalient..ProvidingInformationandSettingExpectationsAftercapturingcustomers'attention,purchasepackagingshouldprovidethepotentialbuyersalltheinformationthattheyareconsciouslyorunconsciouslylookingfor.Inthissection,wepresentareviewofhowdifferentverbalandvisualcuesmaybeusedaspartofpackagedesigntoconveysuchinformationandshapeexpectations.Accordingly,ourdiscussionhererelatesmainlytoelementsofouterandintermediatephysicalpackaginglayers,andthepurchasefunctionalitypackaginglayer.VerbalCuesProbablythemostintuitiveandsimplestwaypackagingcansetexpectationsisthewayitdescribesitscontents.Specificallyforfoodproducts,consumerscannotreliablyoreasilydeducethecharacteristicsorbenefitstheyconsidermostimportant(e.g.,pleasantness,healthfulness,orsensoryperceptions)beforetheyhaveexperiencedthem,andeventheexperiencemightprovideambiguousinformation.Withoutareliableunderstandingofwhattheirfoodexperiencewillbelike,consumerstendtobeoverlydependentondesigncuesandpackaging-basedmarketingclaims.Anextensiveresearchstreamfocusesonthistopic(forreviews,seeChandon2013).AccordingtoElderandKrishna(2010),fooddescriptionsintendedtoappealtomultiplesensesgenerateimprovedtasteperceptionsthansingle-sensedescriptions.Becausemultiplesenses(smell,sight,sound,andtouch)collectivelygeneratetaste,descriptionsmentioningthesesenseswillbemoreinfluentialthandescriptionsmentioningonlytaste.Forexample,inoneexperiment,ElderandKrishnausedasingle-sense(vs.multiple-sense)descriptionthatreadasfollows:"Ourpotatochipsdeliverthetasteyoucrave.Fromthefirstbiteyou’llsavortherichbarbecueflavor(smell)andenjoythedelicioussaltytaste(crunchytexture)—ourpotatochipsaretheperfectchoiceforyoursnacking”(p.752).Aftertastingthechips,participantswhoreadthemultiple-sensedescriptionlistedmorepositivesensorythoughtsandevaluatedthechipsastastier.Theseobservationsoncommunicationeffectivenessbasedonadvertisingclaimsshouldapplydirectlytothecommunicativepropertiesofpackagedesign.VisualCuesandGraphicalPositioningAsidefromlabelsandproductdescriptions,packagingisusuallycomposedofvisualcues.FolkesandMatta(2004)notethatconsumerstendtoshopwiththeireyesand,accordingtoDicksonandSawyer(1990),mayignorepackagelabeling.UnderwoodandKlein(2002)showthatthepresenceofaproductimagepositivelyaffectsconsumers'attitudestowardthepackageandtheirbeliefsaboutsensorybrandattributes.Likewise,aproductimagecanboostconsumerself-evaluations(AydinogluandCian2014),andmayincreasethelikelihoodthatconsumerswillusetheimageasanextrinsiccue(OlsonandJacoby1972)andaproduct-qualityindicator(Richardson,Dick,andJain1994).Thepresenceofaproductpicturecanleadconsumerstobetterimagineaproduct'staste,feel,smell,look,andsound(Cian2012;Paivio1986;UnderwoodandKlein2001).Aproduct'spicture,therefore,cansetconsumers'expectationsandbean“advanceorganizer”fortheotherpotentiallyavailablepackaginginformation(KahnandDeng2010).Recently,researchershavestartedtostudyspecificwaysthroughwhichgraphicdesignofpackagingelementscandirectlyinfluencespecificperceivedproductfeatures.Astreamofresearchisbasedonconceptualmetaphorsandembodiedcognition(forreviews,seeKrishna2012;KrishnaandSchwarz2014).Forexample,applyingtheconceptualmetaphorframeworkandtheideaofscaffoldingtorationalityandemotion,Cian,Krishna,andSchwarz(2015)notedthatfromchildhood,humanstendtoassociatetwo“concrete”bodyparts—theheadandtheheart—withthemore“abstract”conceptsofrationalityandemotion,respectively.Thus,overtime,wedevelopaconceptuallinkofrationalitywithsomethingvisuallylocated“up”or“higher”andemotionwithsomethingvisuallylocated“down”or“l(fā)ower.”Applyingthisconcepttopackagingdesign,theauthorsshowthatinformationrelatedtothetastiness(orotheremotionalelements)ofaproductareperceivedmorefluentlywhenvisuallyplacedatthebottomofthepackaging(vs.atthetop).Conversely,informationrelatedtotherationalelementsofaproduct(e.g.,itshealthiness)aremorefluentlyperceivedwhenplacedinthehigherpartofthepackaging(vs.thelower).Themorefluentlytheimagesareperceived(wherethereisamatchbetweenvisualplacementandrationality/emotionality),themorepositivearethentheattitudestowardtheproduct..GeneratingCustomerEngagementEffectivepackagedesignnotonlycreatesexpectationsandprovidesinformation,but,aswediscussinthissection,alsoengagesandthrillstheconsumer.First,wefocusonhowpackagingvisualscanleadtoanautomaticengagement,throughaspontaneousgenerationofimageryinviewers'mindsusingappropriatestimulusorientation(“mentalsimulation;”ElderandKrishna2012)andperceivedmovement(“dynamicimagery;”Cian,Krishna,andElder2014,2015).Second,wezoominoncolorsandtheirabilitytosubconsciouslytriggeraparticularfeeling(Labrecque,Patrick,andMilne2013).Finally,wediscusshowtousehaptic(PeckandWiggins2006),olfactory(Krishna,Morrin,andSayin2014),andauditory(Spence2016)stimuliaspartofpackagingdecisionstoengagethecustomer.Accordingly,ourdiscussionhererelatesmainlytoelementsofouterandintermediatephysicalpackaginglayers,andboththepurchaseandtheconsumptionfunctionalitypackaginglayers.AutomaticEngagementSubtleelements,suchastheorientationofafigure(e.g.,totherightortotheleft),canaffecthowtheviewer(automatically)simulatestheinteractionwiththeproduct.ElderandKrishna(2012)showthatahandedness-product-orientationmatch(e.g.,whenaright-handedpersonviewsanimageofabowlofsoupwithaspoonontheright)versusamismatch(e.g.,whenarighthandedpersonseesanimageofabowlofsoupwithaspoonontheleft)increasesthementalsimulationofproductinteraction.Inotherwords,ahandedness-object-orientationmatchfacilitatesone’smentalsimulationofinteractingwiththeobject,therebyincreasingpurchaseintentions.However,whentheproductseemsunappealing,ahandedness-product-orientationmatchenhancesthesimulationofanegativeexperience,therebydecreasingpurchaseintentions(seeElderandKrishna2012,Fig.3,p.997foranexample).Inadditiontoproductorientation,anothervisualcharacteristicabletoevokeanautomaticimageryresponseisperceivedmovement.Cian,Krishna,andElder(2014,2015)focusedtheirresearchontheabilityofastaticvisualtoconveymovementwithoutactuallymoving(whattheycalleddynamicimagery).Dynamicimageryisparticularlyinterestinginpackagingdesign,acontextinwhichtheuseofactualmotionisstilltechnicallyandeconomicallyunfeasible.Theauthorsshowedthatusingdynamicimageryforproductlogosonpackagingallowsforimageswithinthemindtocontinueinmotion,creatingahigherengagementfortheviewer.ColorEngagementIfmentalsimulationanddynamicimageryincreasetheviewer'sengagementatacognitivelevel,colorscanbeusedtoengagecustomersmoreonanemotionallevel.Considerableevidencesuggestscolorselicitfeelings(forareview,seeLabrecque,Patrick,andMilne2013).Importantly,ValdezandMehrabian(1994)foundhuevariationsledtosystematicdifferencesinfeelings.Theauthorsshowthatshorter-wavelengthhues(e.g.,blue)inducegreaterfeelingsofrelaxationthanlonger-wavelengthhues(e.g.,red).Additionally,longer-wavelengthhuesinducehigherfeelingsofexcitementthanshorter-wavelengthhues(AntickandSchandler1993;BagchiandCheema2013).Buildingonthisresearch,Gornetal.(1997)discoveredthathigher-saturationvisualsinducefeelingsofexcitement,andthathighercolorlightnessinducesfeelingsofrelaxation.OlfactoryEngagementInadditiontothevisualelement,packagingcanengagecustomersusingolfactorycues.Krishna,Morrin,andSayin(2014)showedthatprintedfoodvisualsthatincludeascentincreasedindividuals’physiological(i.e.,salivation),evaluative(i.e.,desiretoeat),andconsumptive(i.e.,amountconsumed)responses.Thus,ascratch-and-sniffstrip—aslongasitreproducestheactualsmellofthefood—canbenefitads.Moreinterestingly,Krishna,Morrin,andSayin(2014)showedhowvisualscanleadpeopleto“imaginesmells”(“smellizing")andhowtheeffectsofolfactoryimagerycanbesimilartothoseoftheactualsmell.Consumerswhoviewedapictureofchocolatechipcookieandwereaskedtoimaginehowitsmelledsalivatedmuchmorethanconsumerswhoviewedthepicturewithoutbeingaskedtoimaginethecookie’ssmell.Inconclusion,merelyaskingindividualstoimaginethesmelloftheadvertisedfoodcanleadtothemdesiringthefoodmore(whenapictureofthefoodisincludedinthead).Theseresultsfromresearchonadvertisingeffectivenessofferdirectlyapplicableinsightsfortheuseofpicturesand(imagined)smellsinpackagingdesign.HapticEngagementResearchalsosuggeststhatpackagingcanengagecustomerswithitshapticcomponents.Piqueras-FiszmanandSpence's(2012)participantstastedcookiesfromcontainerswithvariedsurfacetextures(rough/granularvs.smooth).Resultsshowedthatparticipantsratedthefoodsamplesfromtheroughcontainerasbeingsignificantlycrunchierandharderthanthosefromthesmoothcontainer.Similarly,KrishnaandMorrin(2008)showedthattheflimsinessofadrinkcontainercannegativelyinfluenceconsumers'ratingsofitscontents.Theauthorsnoted,however,thatsuchaneffecthaslessinfluenceonpeoplewhofindinherentenjoymentintouch(comparedtopeoplewhodonot).AuditoryEngagementMuchofauditorymarketingresearchhasfocusedontheeffectsofsoundsymbolism(thesoundofthewordaffectstheperceptionoftheobjectitrepresents;YorkstonandMenon2004),ambientmusic,jinglesandauditorylogos,phoneticscripts,andvoice(seeMeyers-Levy,Bublitz,andPeracchio2010forareview).Althoughresearchhasdevotedlittleattentiontothetopic,thesoundsaproduct’spackagingmakeswhenconsumerspickitupofftheshelf,whentheyhandleit,orwhentheyopenorcloseit,caninfluencetheirmulti-sensoryproductexperience.Marketerscanuseauditorycuestodirecttheconsumer’sattentiontowardimprovedengagementorsuggestpositiveassociationsfortheirproducts.Forexample,theycanusethesoundsofpackageopening(e.g.,beveragecontainer;SpenceandWang2015)orclosing(e.g.,mascarashuttingwithacrispclick;Byron2012)orthesoundofuse(e.g.,aerosolspray;SpenceandZampini2008)tocreatesignaturesoundsthatdifferfromthatofthecompetition.Marketerscanalsodesignthesoundoftheproductanditspackagingtopositivelyinfluencetheconsumer’soverallproductexperience.Forinstance,Spence(2016)claimsthatconsumerswhoatepotatochipswhilelisteningtothesoundofarattlingpackageofchipsratedthemasapproximately5%crunchier.Inconclusion,packagingdesignersshouldtrytocreatebothfunctionalanddistinctivepackagingsoundstoimproveconsumerengagement..ConsumptionInadditiontoitsattentional,informational,andexperientialinfluences,packagingalsosignificantlyaffectspeople'squantitativejudgmentsanddecisionsregardinghowmuchtheyshouldbuy,pay,consume,andstore.Earlierworkhasfocusedonidentifyingindividualsizeestimationinaccuracies(andbiases)andonuncoveringtheirunderlyingreasons.WiththeprevalenceoftheobesityepidemicintheUnitedStatesinthelastdecades(Dietz2015),researchershavestartedtofocusmoreheavilyonoverall“consumptionmonitoring”inrelationtofoodproducts.Consumptionmonitoringrecognizesthedistinctbutrelatedcharacteristicsofpre-consumptionsizeestimations,perceptionsofsizechanges,distractionsandexternalinfluencesduringconsumption,andpost-consumptionestimations(perceivedconsumptionandrecalledconsumption).Wediscusstheseinturnhere,asaffectedbyvariouspackagedesignelements.Thediscussionmoreheavilyrelatestointermediateandinnerpackagingastheyhaveamoreimmediateimpactonconsumption,butalsoincludesouterandpurchasepackagingcomponentsforpre-consumptionprocesses.Pre-consumptionSizeEstimationsandPsychophysicalBiasesSizeperceptionliteraturenotesthatconsumersrarelyreadsizeinformationonpackagesandhavedifficultyincorrectlyprocessingsensoryinformation,henceinferringproductsizefromperceptionsofpackagesizeandshape(ChandonandOrdabayeva2009;FolkesandMatta2004;Krishna2008).Estimationsofpackagesizestillnecessitateprocessesofinformationselectionandintegration(e.g.,VergeandBogartz1978),andconsumerstypicallyusesimplifyingheuristicsandcouldbesubjecttovariousbiases.PerceptionsofSizeChangesThemarketplaceischaracterizedbyvariouspackagingtrendssuchas“supersizing”(i.e.,ever-increasingportionsizes)and“downsizing”(e.g.,single-servingpackagesand100-caloriepacks).Assuch,consumers’responsestochangesinboththesizeandshapeofpackagesandportionshavebecomeevenmoreimportant.Thedemonstratedperceptualbiasesprovidesomeinsightregardinghowconsumerswillrespondtothesechanges(suchassalienceofelongationasashape-basedbias).Accordingtostudiesofsize-basedbiases,peopletendtounderestimatethedegreeofchangesinpackagesizes(ChandonandWansink2007;Krider,Raghubir,andKrishna2001).Recentresearchhasfocusedspecificallyontheinteractionofshapeandsizeeffectsandchangesinmultipledimensions(e.g.,ChandonandOrdabayeva2009;OrdabayevaandChandon2013,2015).ChandonandOrdabayeva(2009)showedthatwhenallthreedimensions(height,width,andlength)ofaproduct'spackagechange,sizechangesappearsmallercomparedtowhenitchangesinonlyoneofthesedimensions.Accordingly,marketerswhoaredecreasingpackagesizestoaccommodateincreasingcostscandownplaythepotentialnegativeeffectsonconsumersbychangingallthreedimensionsofthepackage.EffectsonConsumptionInresponsetothedifficultiesfacingconsumersinconsumptionmonitoring,marketershaveattemptedtousesmallerpackages,snack-sizeplates,and“virtualpartitions”inpackagingasameanstocreatevisualcuestostopeating.Suchattemptshavehadsomesuccessinpreventingovereating;however,recentresearchalsonoteslimitationsonsuchexternalcontrol(or"pause")pointsassubstitutingpeople’sinternalselfregulationmotivations,therebyultimatelyhavinglittletonoeffectiveness(Vale,Pieters,andZeelenberg2008).Thenewparadigmofconsumptionmonitoringshouldconsidertheinterrelatednatureofindividual,contextual,andmarketing-relateddriversofperceptionandconsumptionprocesses.Furthermore,whilepreviousresearchhasstudiedtheeffectsofcognitiveandaffectivefactorsseparately,itispossiblethatthesefactorsinteract(OrdabayevaandChandon2015),andthattheyfurtheroperateundertheinfluenceofenvironmentaldynamics.中文譯