Bimodale Wahrnehmung von Verpackungsdesign: Der Einfluss von Optik und Haptik auf Markeneindrücke von Konsumenten (English shop)

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Consumers frequently form judgements about brands based solely on their packaging design. The impressions conveyed by packaging design depend in part on which sensory stimuli the packaging exhibits and how these are perceived by the consumer. To date, brand managers have relied increasingly on the visual stimuli of packaging in order to evoke particular impressions and create purchase incentives. How a brand feels, however, has often been left to chance in the past. In order to implement the objectives of brand policy as effectively as possible, companies require concrete indications as to which combination of visual and haptic design elements, or which packaging design, can be employed to deliberately evoke specific brand impressions in consumers and thus to design more efficiently. This work examines the influence that the use of two sensory modalities (visual and haptic) exerts on consumers’ brand evaluations, taking into account the effects that arise from contradictory information.