With the rise of at-home fine dining, packaging has become a vital medium fordelivering restaurant-quality experiences beyond physical venues. This study identifies. essential multisensory design indicators for gourmet takeout packaging through a two-. phase mixed-method approach combining expert interviews and the Analytic Hierarchy. Process. Findings reveal that visual cues, particularly color, imagery, and aesthetic. coherence, are most influential, followed by functional, tactile, and olfactory factors. The study extends sensory marketing theory to the luxury takeout context and. develops a decision-support framework that enables hospitality brands to integrate. sensory design principles into packaging strategy. The framework offers actionable. guidance for balancing aesthetics with functionality, aligning material choices with cost. and sustainability constraints, fostering emotional engagement, enhancing brand. differentiation, and creating memorable at-home dining experiences that strengthen. customer relationships, long-term loyalty, and brand identity.
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