[雙語(yǔ)翻譯]包裝設(shè)計(jì)外文翻譯——包裝設(shè)計(jì)的感官方面（節(jié)選）

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 2940 2940 單詞， 單詞，16736 16736 字符；中文 字符；中文 5473 5473 漢字 漢字出處： 出處：Aradhna Aradhna Krishna,Luca Krishna,Luca Cian, Cian,Nilüfer Z. Ayd?nog ?lu.Sensory .Sensory Aspects Aspects of of Package Package Design[J]

2、Journal Design[J]Journal of of Retailing.2017.93(1).43 Retailing.2017.93(1).43–54 54外文文獻(xiàn)： 外文文獻(xiàn)： Sensory Aspects of Package DesignAbstract Packaging is a critical aspect of the marketing offer, with many implications fo

3、r the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response. Thus,

4、 while it was once viewed as being useful only for product preservation and logistics, package design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that highlights new ways to think a

5、bout product packaging. This taxonomy has two dimensions: the physicality dimension, which is composed of the outer–intermediate–inner packaging layers, and the functionality dimension, which is composed of the purchase–

6、consumption packaging layers. We then build on this taxonomy to present an integrative conceptualization of the sensory aspects of package design as they affect key stages of customer experience.Keywords: Sensory marketi

7、ng; Packaging; Design; Customer experience; Consumption1.Attracting Attention and Initiating the Customer ExperienceMost of the time, a company’s product is placed between several other similar (competitors’) products ei

8、ther in retail stores or as part of marketing In terms of light, the more saturated (Cian 2012) or brighter (Milosavljevic et al. 2012) a color is in comparison to its surroundings, the more it is visually salient. With

9、respect to colors, the red–green axis, according to Frey et al. (2011), is the most salient color contrast, whereas the blue–yellow color contrast is less so. Note that this research is related to natural scenes, and nee

10、ds to be corroborated for purchase scenarios with further research. But, in general, visual salience depends on context—how certain features compare to their surroundings. Indeed, how we perceive color has evolved over m

11、illennia to help us distinguish edible fruits and young leaves from their natural background (Frey, Honey, and König 2008). Thus, for example, color-highlighted objects on packaging are more salient.2.Providing Info

12、rmation and Setting ExpectationsAfter capturing customers’ attention, purchase packaging should provide the potential buyers all the information that they are consciously or unconsciously looking for. In this section, we

13、 present a review of how different verbal and visual cues may be used as part of package design to convey such information and shape expectations. Accordingly, our discussion here relates mainly to elements of outer and

14、intermediate physical packaging layers, and the purchase functionality packaging layer.Verbal CuesProbably the most intuitive and simplest way packaging can set expectations is the way it describes its contents. Specific

15、ally for food products, consumers cannot reliably or easily deduce the characteristics or benefits they consider most important (e.g., pleasantness, healthfulness, or sensory perceptions) before they have experienced the

16、m, and even the experience might provide ambiguous information. Without a reliable understanding of what their food experience will be like, consumers tend to be overly dependent on design cues and packaging-based market