Additional Details

Part I Methods, materials, mind-sets
Chapter 01 A practitioner’s guide to research or – what you should know

Chapter 02 Consumer packaging: Important functionally, but not attitudinally

Chapter 03 Starting at the beginning: Experimenting to discover what shape ‘wins’

Chapter 04 Patterns in packages: Learning from many packages and many attributes

Chapter 05 A gentle introduction to the world of systematics

Chapter 06 Identify what works by letting the competition do the work

Chapter 07 Psychophysics and the issue of price/value

Part II Ideas and inspirations
Chapter 08 Idea factories: Where do packaging (and other) ideas come from?

Chapter 09 Defining the new package: Specifying the package at the concept level

Chapter 10 What should my package say?

Chapter 11 What concepts tell us versus what packages tell us for the same product – Case history – Pretzels

Chapter 12 ‘Closing in on the container’

Chapter 13 Action & reality: Using video for the package experience

Part III Health and hope
Chapter 14 Do labels make a difference?

Chapter 15 Understanding Nutrition Labeling Case study – ice cream

Chapter 16 Healthy pasta: Nutritional labeling & the role of messages

Part IV Emotions and experience
Chapter 17 Emotions and package design - coffee

Chapter 18 Beyond the stimulus to the ‘experience’

Chapter 19 Homo economicus rears its head

Chapter 20 Which should I choose – Packages on the shelf

Part V Temptations of technology
Chapter 21 Response time

Chapter 22 Combining eye tracking with experimental design

Chapter 23 Taking stock