© 2019

Multisensory Packaging

Designing New Product Experiences

  • Carlos Velasco
  • Charles Spence

Table of contents

  1. Front Matter
    Pages i-xv
  2. Carlos Velasco, Charles Spence
    Pages 1-18
  3. Packaging and the Senses

    1. Front Matter
      Pages 19-19
    2. Charles Spence, Carlos Velasco
      Pages 21-48
    3. Gregory Simmonds, Charles Spence
      Pages 49-77
    4. Carlos Velasco, Charles Spence
      Pages 79-101
  4. Multisensory Packaging Frameworks and Contexts

    1. Front Matter
      Pages 161-161
    2. Carlos Velasco, Charles Spence
      Pages 191-223
    3. Carlos Velasco, Charles Spence
      Pages 257-286
    4. Casparus J. A. Machiels, Ulrich R. Orth
      Pages 287-315
  5. The Future of Multisensory Packaging

    1. Front Matter
      Pages 317-317
    2. Charles Spence, Carlos Velasco, Olivia Petit
      Pages 319-347
    3. Olivia Petit, Carlos Velasco, Charles Spence
      Pages 349-374
  6. Back Matter
    Pages 375-378

About this book


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.


technology packaging waste senses marketing consumer behaviour business psychology consumer psychology research and development R&D

Editors and affiliations

  • Carlos Velasco
    • 1
  • Charles Spence
    • 2
  1. 1.Department of Marketing BI Norwegian Business SchoolOsloNorway
  2. 2.Crossmodal Research Laboratory Department of Experimental PsychologyUniversity of OxfordOxfordUK

About the editors

Carlos Velasco is Assistant Professor of Marketing at BI Norwegian Business School, Norway, where he co-founded the Center for Multisensory Marketing. His research focuses on multisensory perception, marketing, and human-computer interaction. He has worked with a number of companies on topics such as multisensory experience design, food and drink, packaging, and branding.

Charles Spence is Professor of Experimental Psychology at the University of Oxford, UK. His research focuses on how a better understanding of the human mind will lead to the better design of multisensory foods, products, interfaces, and environments in the future. Over the last two decades, Charles has consulted for a number of multinational companies advising on various aspects of multisensory design, packaging, and branding.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods
Materials & Steel
Finance, Business & Banking