2026-05-28T20:31:02Zhttps://keep.lib.asu.edu/oai/requestoai:keep.lib.asu.edu:node-1542252024-12-20T18:25:12Zoai_pmh:alloai_pmh:repo_items154225
https://hdl.handle.net/2286/R.I.36487
http://rightsstatements.org/vocab/InC/1.0/
All Rights Reserved
2015
xii, 300 pages : illustrations (chiefly color)
Masters Thesis
Academic theses
Text
eng
Rhodes, Amy
Takamura, John
Sanft, Alfred
Miiller, Nancy
Arizona State University
Partial requirement for: M.S., Arizona State University, 2015
Includes bibliographical references (pages 159-162)
Field of study: Design
ABSTRACT<br/><br/>This research investigates the synaesthetic responses consumers have to<br/><br/>branded consumer product designs to aid the design development process.<br/><br/>Through proper application of synaesthetic responses, companies can create<br/><br/>holistic experiences and brand expressions that are loved and trusted by<br/><br/>consumers and thus achieve brand loyalty.<br/><br/>Capturing the hearts and minds of consumers through exceptional<br/><br/>product experiences is one of the primary goals of any design agency, retailer or<br/><br/>Consumer Packaged Good (CPG) company today. Thousands of new products<br/><br/>launch every year and consumers are bombarded with advertising campaigns,<br/><br/>package designs, POP displays, product offerings and new product forms.<br/><br/>Breaking through the visual and verbal clutter by designing for the senses is one<br/><br/>of the key ways design firms and companies can engage with and create a<br/><br/>stronger bond with the consumer.<br/><br/>Connecting with consumers can be achieved through the maintenance of a<br/><br/>compelling brand positioning and the development of brand expressions<br/><br/>(products) that are holistically honest and express their positioning. Holistically<br/><br/>honest designs are designs that capture the senses and the essence of the brand.<br/><br/>Upon initial impression, the package immediately and innately “feels” right –<br/><br/>nothing seems amiss. This includes all of the senses: sight, smell, taste, touch,<br/><br/>and hearing combined with what the consumer knows or believes about the<br/><br/>brand to create a meaningful gestalt. All design touchpoints should be<br/><br/>considered in order to attain the ultimate goal of a holistic design: graphic treatment, typography, words, scent, form, color – any type of sensory stimulator<br/><br/>as these all influence perception and ultimately product and brand trust.<br/><br/>This study will employ qualitative and quantitative research approaches<br/><br/>to understand consumers’ synaesthetic responses to a brand’s expressions.
19765
Holistic Design
Honest Design
Senses
Synesthesia
Synesthesia
Intersensory effects
Product Design
Design--Human factors.
Synaesthetic design expression: the blending of the senses and its implications on brand expression