The Influence of Individual Multisensory Packaging Elements on Consumer Perception and Product Competitiveness

This study outlines key marketing concepts based on the use of sensory elements to develop individual competitive advantages. Multisensory packaging elements perceived by consumers through tactile sensations are characterized. The aim of the experiment was to determine the impact of multisensory packaging elements, determined by human tactile receptors, on the overall perception of container design and brand recognition. The experiment established the influence of embossed elements applied to glass containers, which facilitate brand identification. Design decisions regarding the shape of glass beverage containers were found to have a positive impact on overall judgment during a blind evaluation of a natural object. The impact of visualization of glass beverage containers was assessed, taking into account design elements determined only by human vision. Calculations were made of changes in overall design perception when visualizing the test objects. An assessment was conducted of the sensory memory developed by test subjects under the influence of multisensory packaging elements, determined during tactile and visual testing. The level of qualitative memorization of the object was determined based on the assessment of memory formed under the influence of emotions elicited during an impersonal and visual testing. This study has practical applications in developing product packaging concepts and shaping a brand's competitive advantages.