Visual communication via the design of food and beverage packaging
Spence and Van Doorn review the connotative and semiotic meanings consumers associate with features of food and beverage packaging such as colour, simple shapes and orientation. Some responses appear innate but most appear learned from market regularities. Crossmodal correspondences link packaging cues to perceived taste, flavour and healthfulness. The authors call for more research on feature combinations and cross-cultural effects. Cognitive Research: Principles and Implications 7(1), 2022.
Spence and Van Doorn review the connotative and semiotic meanings consumers associate with features of food and beverage packaging such as colour, simple shapes and orientation. Some responses appear innate but most appear learned from market regularities. Crossmodal correspondences link packaging cues to perceived taste, flavour and healthfulness. The authors call for more research on feature combinations and cross-cultural effects. Cognitive Research: Principles and Implications 7(1), 2022.
Written from the abstract, OpenAlex record, 2026-11-03.
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doi:10.1186/s41235-022-00391-9. Read at the level of the abstract.