Professionals' View of Consumers' Packaging Interactions – A Narrative Analysis

Abstract

The consumer's role in the packaging value chain thinking has increased. This paper identifies the basic functions of packaging as well as the importance of the visual and structural elements from the consumer's view. However, it is unclear what packaging experts associate with consumers' packaging interactions. Professionals working in the field are still in the key position of defining directions in the packaging industry. The paper investigates how professionals perceive consumer interactions with packaging, and identifies challenges in consumer-centred packaging development. The research materials were collected from 14 theme interviews with representatives of higher education, packaging research and packaging design agencies. As a result, five narratives and five challenges for consumer-centred packaging development were constructed. The narratives describe the following: (a) the symbiotic product-packaging relationship; (b) the everyday context highlighted in purchase and use situations; (c) how consumers become aware of packages; (d) a fashion system of packaging; and (e) everyday routines and rituals involving packaging. The aims of the paper are to raise the awareness of how professionals perceive consumer interaction with packaging, to provide insight into factors relevant for consumer-centred packaging development in industry and to identify the potential challenges, from the professionals' view, for adopting a consumer-centred model.

Towards patient‐centered packaging design: An industry perspective on processes, functions, and constraints

“…4 A response to this, as suggested by scholars, is to consider richer and in-depth assessments of packaging in users' lives, since using packaging is also embedded and creates meaning in everyday routines. 39…”

“…Packaging design thus communicates meaning via both mediated and lived experiences, and it plays an important role in challenging traditional approaches by inserting new mindsets or different methods in the innovation process . User‐centered packaging design is defined as a functional and pleasing user experience of the packaging that is seamlessly integrated into everyday life …”

“…Consequently, most of the human‐packaging interaction ends up being limited to research or laboratory facilities, with attention only to the motor functions (i.e., physical capabilities) of users in spite of other significant functions of human‐packaging interaction, such as perception and cognition . A response to this, as suggested by scholars, is to consider richer and in‐depth assessments of packaging in users' lives, since using packaging is also embedded and creates meaning in everyday routines …”

“…37,38 User-centered packaging design is defined as a functional and pleasing user experience of the packaging that is seamlessly integrated into everyday life. 39…”

State of the art of user packaging interaction (UPI)

“…Even if they were aware of the problems, they often do not know how to solve them . As a consequence, the awareness of professionals with respect to perceiving user packaging interaction (UPI) should be enhanced in terms of supporting a user‐centered package design process …”