New edited book – Multisensory packaging: Designing new product experiences

Title: Multisensory packaging: Designing new product experiences [link]

Edited by Carlos Velasco and Charles Spence

9783319949765(1)Summary: This edited collection presents state-of-the-art reviews of the latest developments in multisensory packaging design. Bringing together leading researchers and practitioners working in the field, the contributions consider how our growing understanding of the human senses, as well as new technologies, will transform the way in which we design, interact with, and experience food and beverage, home and personal care, and fast-moving consumer products packaging. Spanning all of the senses from colour meaning, imagery and font, touch and sonic packaging, a new framework for multisensory packaging analysis is outlined. The chapters also engage with increasingly important aspects of the packaging industry such as waste, product attention, and online environments. Including a number of case studies and examples, this book provides both practical application and theoretical discussion to appeal to students, researchers, and practitioners alike.

Reference: Velasco, C. & Spence, C (Eds). (2019). Multisensory packaging: Designing new product experiences. Cham: Palgrave MacMillan.

Comments from experts and industry:

‘As every child knows, the package a present comes in is often as exciting as its content! What every adult may not know is that package design is as much a science now as it is was an art. In this comprehensive, fascinating and astoundingly informative book Velasco & Spence introduce pack designers to a new lexicon in pack design with terms such as sonic design, light-weighting’, multisensorial congruency, autotelic touch, sensation transference’, moments of truth’ and much, much more…… The contributors, all experts in their fields, are the true creationists behind ‘intelligent design’. This book will be essential reading for anyone who wants to put something into a box!’

– Francis McGlone, Liverpool John Moores University, UK.

“In the old days, nobody knew whether the launch of a new brand would be a success or a failure.  Recent developments in marketing research decrease the probability of failure. This book provides useful information to marketing research. I would like this book to be read by many marketers, however I would also like to keep it a secret from competitors.”

– Yoshinori Ito PhD, Director, Asahi Breweries, Ltd

In the realm of product development, packaging design can be very much overlooked. People can mistakenly think all you need to make a tasty product is combine some tasty ingredients—but packaging is an ingredient itself! It is much, much more than just a box where products lie in wait, as Velasco and Spence skilfully demonstrate here. Effective design can be deployed not just protect the product; not just to tempt, educate, and encourage the consumer; but also to influence the fundamental experience of the product itself… and without us even noticing. Every page of this book provides fascinating insights into a wide variety of perspectives: I’m confident this book will fast become the ‘total package’ for anyone who wants to think outside the box and unpack packaging’s fullest potential.

– Jane Skelton | Head of Packaging | Sainsbury’s Brand Division | Sainsbury’s Supermarkets

Chapters:

  1. Multisensory Product Packaging: An Introduction by Carlos Velasco, Charles Spence
  2. Packaging Colour and Its Multiple Roles by Charles Spence, Carlos Velasco
  3. Food Imagery and Transparency in Product Packaging by Gregory Simmonds, Charles Spence
  4. The Role of Typeface in Packaging Design by Carlos Velasco, Charles Spence
  5. Sonic Packaging: How Packaging Sounds Influence Multisensory Product Evaluation by Qian Janice Wang, Charles Spence
  6. Tactile/Haptic Aspects of Multisensory Packaging Design by Charles Spence
  7. Full-Bodied Taste: On the Embodied Origins of Product Perception and Sensory Evaluation by Thomas J. L. van Rompay, Bob M. Fennis
  8. The Multisensory Analysis of Product Packaging Framework by Carlos Velasco, Charles Spence
  9. Influencing Healthy Food Choice through Multisensory Packaging Design by Anna Fenko
  10. Multisensory Premiumness by Carlos Velasco, Charles Spence
  11. Multisensory Packaging Design across Cultures by Casparus J. A. Machiels, Ulrich R. Orth
  12. The Consumer Neuroscience of Packaging by Charles Spence, Carlos Velasco, Olivia Petit
  13. Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies by Olivia Petit, Carlos Velasco, Charles Spence

 

 

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CfP: Special issue on “Auditory contributions to food perception and consumer behaviour” in Multisensory Research Journal

CALL FOR PAPERS: SPECIAL ISSUE OF MULTISENSORY RESEARCH (MSR; 29th July, 2018)

Auditory contributions to food perception and consumer behaviour

Edited by Prof Charls Spence (University of Oxford), Dr. Felipe Reinoso Carvalho (Department of Marketing, Los Andes University, Bogota, Colombia), Dr. Carlos Velasco (BI Norwegian Business School, Norway) & Dr. Janice Wang (Department of Food Science, Aarhus University, Denmark)

What we hear affects the perception of what we taste, no matter whether we realize it or not. Both music and ambient soundscapes have been shown to bias what we choose to buy/order in shops and restaurants/cafes (Biswas, Lund, & Szocs, 2018; Zellner, Geller, Lyons, Pyper, & Riaz, 2017), typically without us realizing it. Meanwhile, a separate literature has developed over the last decade on the topic of ‘sonic seasoning.’ This is where music is especially chosen, or composed, in order to correspond crossmodal with the taste / aroma / mouthfeel / flavour (Crisinel el al., 2012; Reinoso Carvalho et al., 2015; Wang & Spence, 2016). Interesting questions here concern where such surprising correspondences come from, and elucidating the conditions under which corresponding vs incongruent (or no music) do, versus do not influence the tasting experience and eating behaviours (e.g., Hauck & Hecht, in press; Höchenberger & Ohla, in press; Lowe, Ringler, & Haws; 2018, Watson & Gunter, 2017), and the neural consequences/underpinnings of such almost-synaesthetic crossmodal interactions (Callan, Callan, & Ando, 2018). A branch of this literature has also examined ‘sensation transference’ effects – addressing questions such as ‘If you like the music more, do you like what you are eating/drinking more too?’ (Kantono et al., 2015, 2016). Auditory inputs that influence the perception of what we taste are not limited to environmental sounds. They also involve the sounds that derived from what we eat such as slurping, crunching, or smacking as well as speech sounds that we use to refer to specific foods (see Spence, 2015, for a review).

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When what we hear becomes too loud, it is usually regarded as noise. The research shows that loud background noise, be it airplane noise, white noise, or restaurant noise, can affect both the taste of food and drink, as well as people’s ability to discriminate various aspects of their tasting experience (see Spence, 2014, for a review). Given the increasing noise levels in many restaurants and bars these days, there may even be a public health angle to this research. Finally, given the growing literature on music and soundscape’s influence on the multisensory tasting experience, there is a growing interest in using technology to synchronize auditory stimulation with the tasting experience (see Spence, 2019, for a review). This is a rich area for creative practice (see also The Chocolate Symphony at this year’s IMRF meeting) and submissions are also welcomed in this area, providing they connect to the multisensory science.

Hence, despite its inauspicious beginnings 70 years ago (see Pettit, 1958), research on auditory contributions to food perception and behaviour has exploded in recent years, with interest coming from the fields of cognitive neuroscience, marketing, food science, design, branding, public health and beyond. As such, now would seem like an excellent time to capture the growing interest and excitement in this area with a Special Issue dedicated to the topic.

Deadline for submissions 1st December, 2018. Queries regarding the suitability of specific submissions etc. should be directed in the first instance to Charles.spence@psy.ox.ac.uk.

 

REFERENCES

Biswas, D., Lund, K., & Szocs, C. (2018). Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, 1-19.

Callan, A., Callan, D., & Ando, H. (2018). Differential effects of music and pictures on taste perception –an fMRI study. Poster presented at the Annual Meeting of the International Multisensory Research Forum. June, 14-17th June, Toronto, CA.

Crisinel, A.-S., Cosser, S., King, S., Jones, R., Petrie, J., & Spence, C. (2012). A bittersweet symphony: Systematically modulating the taste of food by changing the sonic properties of the soundtrack playing in the background. Food Quality and Preference, 24, 201-204.

Hauck, P., & Hecht, H. (in press). Having a drink with Tchaikovsky: The crossmodal influence of background music on the taste of beverages. Multisensory Research.

Höchenberger, R., & Ohla, K. (in press). A bittersweet symphony: Evidence for taste‐sound correspondences without effects on taste quality‐specific perception. Journal of Neuroscience Research.

Kantono, K., Hamid, N., Sheperd, D., Yoo, M. J. Y., Carr, B. T., & Grazioli, G. (2015). The effect of background music on food pleasantness ratings. Psychology of Music, 13, 1-15.

Kantono, K., Hamid, N., Sheperd, D., Yoo, M. J. Y., Grazioli, G., & Carr, T. (2016). Listening to music can influence hedonic and sensory perceptions of gelati. Appetite, 100, 244-255.

Lowe, M., Ringler, C., & Haws, K. (2018). An overture to overeating: The cross-modal effects of acoustic pitch on food preferences and serving behaviour. Appetite, 123, 128-134.

Pettit, L. A. (1958). The influence of test location and accompanying sound in flavor preference testing of tomato juice. Food Technology, 12, 55-57.

Reinoso Carvalho, F., Van Ee, R., Rychtarikova, M., Touhafi, A., Steenhaut, K., Persoone, D., Spence, C., & Leman, M. (2015). Does music influence the multisensory tasting experience? Journal of Sensory Studies30(5), 404-412.

Spence, C. (2014). Noise and its impact on the perception of food and drink. Flavour, 3:9.

Spence, C. (2015d). Eating with our ears: Assessing the importance of the sounds of consumption to our perception and enjoyment of multisensory flavour experiences. Flavour, 4:3.

Spence, C. (2019). Multisensory experiential wine marketing. Food Quality & Preference, 71, 106-116.

Wang, Q. (J.) & Spence, C. (2016). “Striking a sour note”: Assessing the influence of consonant and dissonant music on taste perception. Multisensory Research, 30, 195-208.

Watson, Q. J., & Gunter, K. L. (2017). Trombones elicit bitter more strongly than do clarinets: A partial replication of three studies of Crisinel and Spence. Multisensory Research, 30(3-5), 321-335.

Zellner, D., Geller, T., Lyons, S., Pyper, A., & Riaz, K. (2017). Ethnic congruence of music and food affects food selection but not liking. Food Quality & Preference, 56, Part A, 126-129.

Multisensory brand experience design

Next September 20th, 2018, I’ll give a talk about Multisensory brand experience design in BI Norwegian Business School’s «Marketing Research for Breakfast» (Oslo, Norway). This event format is a meeting place for researchers and practitioners in marketing where you – as a participant – get the opportunity to discuss how these results influence your company and business practice.

In this talk, I’ll also give a sneak preview of our upcoming edited book: Velasco, C. & Spence, C (Eds). (in press). Multisensory packaging: Designing new product experiences. Palgrave MacMillan.

All the information about the event, as well as the registration link, can be found here: Multisensory brand experience design.

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Busan, South Korea.

Future of Computing & Food Manifesto

Last 31st May 2018, I co-organized, and took part in, an event on the “Future of Computing & Food” (part of the International Conference on Advanced Visual Interfaces 2018) in Castiglione della Pescaia, Italy. Here, a group of academics, practitioners, a Chef, and local food producers gathered and kick-started the co-creation of a Manifesto on the Future of Computing & Food. Below, I present the key points of the manifesto (click here for full access to the output document).

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Castiglione della Pescaia, Italy.

Manifesto on the Future of Computing & Food

I. Educate people about the impact of ‘what they eat’ on their own health and wellbeing
II. Promote the sense of communal participation and its importance to food
III. Optimize food equality by reducing food waste and increasing access to nutritious food
IV. Help people in recognising the basic sensory, hedonic, and social functions of foods
V. Provide just-in-time feedback on purchase, storage and consumption of food
VI. Foster the relevance of personal, social, and cultural experiences related to food
VII. Enable data-driven (real-time, large scale) informed food policy decision making
VIII. Avoid one-fits-all solutions that undermine personal freedom of choice
IX. Ensure total transparency on the origin and heritage of food
X. Celebrate each actor in the food system (farmer to Chef) to create a sustainable system

The Future of Computing & Food

We’re organizing the satellite event “The Future of Computing & Food” on the 31st May 2018 in Grosseto, Italy, which is co-located with the International Conference on Advanced Visual Interfaces (AVI) 2018 and co-sponsored by the ACM Future of Computing Academy (ACM-FCA). The ambition of this event is to discuss the developments around technology and food through involving a variety of different stakeholders, ranging from local food producers, chefs, artists, to designers, engineers, data scientists, psychologists.

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We invite participation from representatives of both the computing and food industry, so that we can envisage the future of HCI beyond 2020. We aim to bring together this wide range of people from academia and industry to co-create and shape the agenda for the interwoven future of computing technology and the human sensory capabilities and multisensory potential.

In this event, we aim to formulate a Manifesto on the interwoven Future of Computing and Food. This manifesto will get inspiration from the debate raised by different and sometimes antipodal perspectives on food like for instance the ‘infamous’ Manifesto of Futurist Cuisine written by Filippo Tommaso Marinetti in 1909, and the avant-garde’s riposte of the Slow Food Manifesto published by Gambero Rosso on 1987. Our Manifesto will envisage the future of food with the emergence of computing technology that is changing the way we cook, eat, drink and experience food.

Organizers: Marianna Obrist, Patrizia Marti, Carlos Velasco, Yunwen Tu, Takuji Narumi, Naja L. Holten Møller.

For more information, click here.

CfP: 3rd Workshop on Multisensory Approaches to Human-Food Interaction

We are organizing the 3rd workshop on “Multisensory approaches to human-food interaction” in October 16th, 2018. The workshop will be held in conjunction with the 20th ACM International Conference on Multimodal Interaction in Boulder (CO), USA. After organizing the 1st and 2nd ICMI workshops on “Multisensory Approaches to Human-Food Interaction” in Tokyo (2016) and Glasgow (2017), respectively, we decided to build on the success of these meetings by holding another in 2018. We have a great new team of organizers lined up: Anton Nijholt, Carlos Velasco, Marianna Obrist, Katsunori Okajima, and Charles Spence.

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Click here to learn more about the call for paper. In summary though, we are calling for investigations and applications of systems that create new, or enhance already existing, eating and drinking experiences (‘hacking’ food experiences) in the context of Human-Food Interaction. Moreover, we are interested in those works that are based on the principles that govern the systematic connections that exist between the senses. Human Food Interaction also involves the experiencing food interactions digitally in remote locations. Therefore, in this workshop we are also interested in sensing and actuation interfaces, new communication mediums, and persisting and retrieving technologies for human food interactions. Enhancing social interactions to augment the eating experience is another issue we would like to see addressed in this workshop.

CfP: PhD students, join us in @ACMTVX’s exciting doctoral consortium next June in South Korea!

Doctoral Consortium at ACM TVX, Seoul, South Korea, June 26-28th, 2018

Funding options available!

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Seoul, South Korea

Doctoral Consortium Chairs: Marianna Obrist (University of Sussex, UK) & Carlos Velasco (BI Norwegian Business School, Norway). Please contact the chairs through the email address: dc@tvx2018.com

ACM TVX is the leading international conference for presentation and discussion of research into online video, TV interaction, emerging media, and relevant user experiences.

The TVX Doctoral Consortium (DC) serves as a forum for PhD students to share ideas about the development, use, and evaluation of interactive television, high-definition TV, VR/AR media consumption, and online video user experiences. A great benefit would be to compare approaches, discuss research problems and receive feedback from senior experts of the International Interactive Television/Media community.

PhD students working on topics as below are invited to submit a paper to the Doctoral Consortium for TVX2018: Content production, systems & infrastructures, devices & interaction techniques, user experience & interaction design, media studies, immersive media experiences, alternate realities, data science and recommendations, business models & marketing, and innovative concepts and media art.

Key dates and facts:

• Submission deadline: 30 March 2018 (12:00pm PT)
• Doctoral consortium papers should use the regular SIGCHI paper format
• Submissions must be made via the PCS Submission System
• Notification: 30 April 2018
• Submissions between 2-4 pages (including references)
• Accepted contributions will be published in the Adjunct Proceedings indexed in ACM digital library

For information about the doctoral consortium, the submission guidelines, and student travel grants, please visit: https://tvx.acm.org/2018/?page_id=2612