Integrating the Packaging and Product Experience in Food and Beverages – A Road-Map to Consumer Satisfaction – Features chapter by Dr Alaster Yoxall

Title:	Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction
Publisher:	Woodhead Publishing
Editor:	Peter Burgess
Authors:	Multiple, featuring Dr Alaster Yoxall
Publication date:	April, 2016
Print ISBN:	978-0-081-00356-5
Format:	159mm x 258mm, hardcover
Number of pages:	220

Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction focuses on the interrelationship between packaging and the product experience. In both industry and academia there has been a growing interest in investigating approaches that capture consumer responses to products that go beyond traditional sensory and liking measures. These approaches include assessing consumers’ emotional responses, obtaining temporal measures of liking, as well as numerous published articles considering the effect of situation and context in the evaluation of food and beverage products.

Dr Alaster Yoxall (Principal Research Fellow in Human-Centered Engineering at Sheffield Hallam University), in conjunction with Joy Goodman-Deane, Sam Waller, Mike Bradley, D. Wiggins and P.J. Clarkson contributed a chapter to the book entitled Designing Inclusive Packaging (pp. 37-57).

The user experience can be greatly affected by the demands made by packaging on users’ capabilities such as vision and dexterity. Packaging with features that are hard to see, manipulate, or understand can result in difficulty, frustration, or even outright exclusion. This particularly affects older people and those with disabilities, but can also cause problems for more mainstream users. Inclusive design presents a way to address these issues. The chapter outlines the key principles of inclusive design and shows how they apply to packaging, presenting a framework for putting inclusive design into practice. Simulators and personas are then described, as examples of tools that are particularly helpful in inclusive design. These tools can help to develop and explore an understanding of user needs and of the effects of capability loss on the use of packaging. Real-world examples are provided to show how these apply to packaging design in practice.

Further information about the chapter can be found here.

Dr Alaster Yoxall is Principal Research Fellow in Human Centered Engineering and is based in Design Futures within the Art & Design Research Centre.