Towards a sensory congruent beer bottle: Consumer associations between beer brands, flavours, and bottle designs

Anna Fenko, Sanne Heiltjes, Lianne van den Berg-Weitzel

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

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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.
Original languageEnglish
Title of host publicationProceedings of DRS2016: Design + Research + Society - Future-Focused Thinking
EditorsPeter Lloyd, Erik Bohemia
Place of PublicationBrighton, UK
Pages-
Publication statusPublished - 27 Jun 2016
Event2016 Design Research Society conference - Brighton, UK
Duration: 27 Jun 201630 Jun 2016

Conference

Conference2016 Design Research Society conference
Period27/06/1630/06/16
Other27-06-2016 - 30-06-2016

Keywords

  • IR-102272
  • METIS-319084

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