Abstract
The multi-sensory experience of packaging design is a continuous and unified process. Most of the current food and beverage product packaging design is based on a single visual experience, ignoring the comprehensive experience of multi-sensory elements. The purpose of this study is to establish a multi-sensory experience model of packaging design based on the semiotic communication theory and comprehensive analysis of five sensory experiences and divided the packaging design experience process into four stages: attention, expectation, interaction, and purchase in chronological order. By analyzing the characteristics of different sensory experiences in each stage, we summarize their practical guidance significance for packaging design, to improve product recognition, promote consumers' purchasing behavior and enhance product and brand image. The result of this study shows that the continuous and integrated multi-sensory experience process in packaging design can help improve product recognition, promote consumer purchase behavior and enhance product brand image.
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