Aesthetic Pleasure in Design









Introducing Experience Goals into Packaging Design

Markus Joutsela, Virpi Roto

Aalto University School of Arts, Design and Architecture, Finland

Keywords: Xgoals; packaging design; brief; design for experience


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.

This paper is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International licence.

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Cite this paper: Joutsela, M. and Roto, V. (2016). Introducing Experience Goals into Packaging Design. Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016.

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