Multisensory Packaging

Introduction

The course is part of the DLF program tailored for employees of DLF member companies. The goal of this course is to help participants succeed in strengthening the position of brands in the market and contribute to their companies' ability to generate category growth with profitable development through their brands. The target audience for the program is primarily KAM (Key Account Managers) and employees in sales and category management, and secondarily employees in marketing, logistics, product management, and communication.

This is a special course in the DLF program. The focus of the course is multisensory packaging design, where participants will gain fundamental insights into how packaging and packaging design can function as a marketing tool and influence consumers' senses at the moment of purchase.

Course content

Topics covered in the course:

• Introduction to multisensory brand building, packaging, and packaging design
• Interaction between the consumer and packaging
• The customer journey and the role of packaging
• Designing packaging that engages the senses: knowledge and guidelines
• Key insights from research and practice on visual, sonic, tactile, tasty, and smell packaging
• Framework for evaluation and design of packaging
• Designing multisensory packaging - practical group assignment
• Multisensory packaging design in light of new technology