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Packaging Research in Food Product Design and Development

Howard R. Moskowitz, Michele Reisner, John Benedict Lawlor, Rosires Deliza

ISBN: 978-0-813-81222-9 August 2009 Wiley-Blackwell 280 Pages

Description

Packaging Research in Food Product Design and Development is the first book to comprehensively address the issues of graphics design and visual concepts, from a systematic, scientific viewpoint, yet with business applications in mind. Positioned specifically for foods and beverages, Packaging Research in Food Product Design and Development uniquely combines consumer liking, segmentation and “how to” business methodology with a detailed treatment of the different facets of concept research.

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Multivariate and Probabilistic Analyses of Sensory Science Problems (Hardcover £208.00)

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Authors ix

Preface xi

Acknowledgments xiii

Part I Methods, Materials, and Mind-Sets 3

1 A Practitioner’s Guide to Research, or What You Should Know 5

2 Consumer Packaging: Important Functionally, but Not Attitudinally 15

3 Starting at the Beginning: Experimenting to Discover What Shape “Wins” 24

4 Patterns in Packages: Learning from Many Packages and Many Attributes 35

5 A Gentle Introduction to the World of Systematics 42

6 Identify What Works by Letting the Competition Do the Work 50

7 Psychophysics and the Issue of Price/Value 61

Part II Ideas and Inspirations 71

8 Idea Factories: Where Do Packaging (and Other) Ideas Come from? 73

9 Defining the New Package: Specifying the Package at the Concept Level 85

10 What Should My Package Say? 95

11 What Concepts Tell Us versus What Packages Tell Us for the Same Product—Case History: Pretzels 106

12 “Closing in on the Container” 117

13 Action and Reality: Using Video for the Package Experience 126

Part III Health and Hope 137

14 Do Labels Make a Difference? 139

15 Understanding Nutritional Labeling: Case Study—Ice Cream 149

16 Healthy Pasta: Nutritional Labeling and the Role of Messages 162

Part IV Emotions and Experience 177

17 Emotions and Package Design—Coffee 179

18 Beyond the Stimulus to the “Experience” 188

19 Homo economicus Rears Its Head 200

20 Which Should I Choose?—Packages on the Shelf 210

Part V Temptations of Technology 219

21 Response Time 221

22 Combining Eye Tracking with Experimental Design 230

23 Taking Stock and Summing Up 247

Index 253


  • Novel information on consumer-oriented research in the perception of graphics design

  • ‘How to’ methods for optimizing design of food packages, labels, and websites

  • Vital information for R&D, product and package developers, and marketing