Where: Maxwell Chambers, 32 Maxwell Rd, Tanjong Pagar, Singapore

Restrictions: All ages

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Listed by: aci-institute

Just imagine any food and drink packaging. The visual attributes of the package (colour, shapes, typefaces, images), as well as its textures, sounds, and even smells can have profound implications when it comes to the expectations and experience of food and drink products. Packaging shapes, for example, can help us to identify food products but may also provide some general information about the likely taste we will experience.

The shape of a product’s packaging or the shape of its design elements (e.g., font) are not the only features that make a difference in terms of product expectations and experience. For example, using colours features (hue, brightness, and/or saturation) which are congruent with the brand meaning and the product’s flavour, may facilitate the search for a product in the supermarket shelf. Even the sonic attributes of packages (yes, the sound they make when we interact with them!) and their textures can also make a difference in terms of both branding and product experience. Taking all these points into consideration, it is imperative for brands to design packages (and therefore product experiences) for their consumers’ senses in order to guide their emotions, evaluations, and sensory expectations of products.