Food and Eating Design
Towards a sensory congruent beer bottle: Consumer associations between beer brands, flavours, and bottle designs
Anna Fenko, Sanne Heiltjes, Lianne van den Berg-Weitzel
University of Twente (2), Cartils Design (1)
a.fenko@utwente.nl
Keywords: multisensory packaging, sensory congruence, brand values, beer bottle
Abstract
Sensory packaging design congruent with product and brand characteristics may be used as an innovative tool to communicate product and brand values to consumers and to enhance taste experience. This study investigated whether consumers associate sensory properties of beer bottles with certain brand values and beer flavours. Participants evaluated five beer products on a list of brand values, flavour characteristics and package characteristics. The results demonstrated that consumers systematically associate tactile and auditory characteristics of a bottle with certain brand values and specific beer flavours. The study creates a conceptual tool for designing brand congruent multisensory beer bottles.
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Cite this paper: Fenko, A., Heiltjes, S., van den Berg-Weitzel, L. (2016). Towards a sensory congruent beer bottle: Consumer associations between beer brands, flavours, and bottle designs. Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016.
This paper will be presented at DRS2016, find it in the conference programme