Abstract
Consumer experiences are an increasingly important driving force for commerce, affecting also packaging design. Yet, experience design for packages is rarely studied. Specifically, there is a gap in research regarding the integration of experiential goals, Xgoals, into the packaging design process. Open questions include how to describe Xgoals in design briefs when package design is outsourced, how to deal with changes during the design process, and how to evaluate whether the delivered design evokes the intended experience in the target audience. In this explorative paper we present three package design cases in which Xgoals were integrated into the design briefs. The cases cover the process from brief formation to design and experience evaluation of the resulting packages. We analyse the process of integrating experience goals into the package design process, and provide topics for future research.
Keywords
Xgoals; packaging design; brief; design for experience
DOI
https://doi.org/10.21606/drs.2016.305
Citation
Joutsela, M., and Roto, V. (2016) Introducing Experience Goals into Packaging Design, in Lloyd, P. and Bohemia, E. (eds.), Future Focused Thinking - DRS International Conference 2016, 27 - 30 June, Brighton, United Kingdom. https://doi.org/10.21606/drs.2016.305
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Introducing Experience Goals into Packaging Design
Consumer experiences are an increasingly important driving force for commerce, affecting also packaging design. Yet, experience design for packages is rarely studied. Specifically, there is a gap in research regarding the integration of experiential goals, Xgoals, into the packaging design process. Open questions include how to describe Xgoals in design briefs when package design is outsourced, how to deal with changes during the design process, and how to evaluate whether the delivered design evokes the intended experience in the target audience. In this explorative paper we present three package design cases in which Xgoals were integrated into the design briefs. The cases cover the process from brief formation to design and experience evaluation of the resulting packages. We analyse the process of integrating experience goals into the package design process, and provide topics for future research.