2017年包装设计外文翻译——包装设计的感官方面（节选）

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1、字数：英文 2940 单词， 16736 字符；中文 5473 汉字 出处： Aradhna Krishna,Luca Cian,Nilfer Z. Aydnoglu.Sensory Aspects of Package DesignJJournal of Retailing.2017.93(1).43 54 外文文献： Sensory Aspects of Package Design Abstract Packaging is a critical aspect of the marketing offer, with many implications for the multi-sen

2、sory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response. Thus, while it was once viewed as being useful only for product preservation and logistics, package

3、design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that highlights new ways to think about product packaging. This taxonomy has two dimensions: the physicality dimension, which is composed of the outerintermediateinner packaging layers, and the functionality di

4、mension, which is composed of the purchaseconsumption packaging layers. We then build on this taxonomy to present an integrative conceptualization of the sensory aspects of package design as they affect key stages of customer experience. Keywords: Sensory marketing; Packaging; Design; Customer exper

5、ience; Consumption 1.Attracting Attention and Initiating the Customer Experience Most of the time, a company s product is placed between several other similar (competitors ) products either in retail stores or as part of marketing communications. Consequently, packaging must first attract the custom

6、er s attention (also called bottomup attention; Milosavljevic and Cerf 2008). Below, we discuss the importance of visual salience in attracting attention and the ways in which salience can be increased through effective design of purchase packaging. Accordingly, our discussion here relates mainly to elements of outer physical packaging layer and the purchase functionality packaging layer. Importance of Visual Salience Extensive visual neuroscience research has shown that vis