The Impact Of Packaging Design On Sensory Attributes

Abstract

Packaging plays a crucial role in product marketing, facilitating communication between the product and customers during the initial purchase. It also holds the potential to shape the multisensory customer experience by capturing attention, establishing hedonic and sensory expectations, and influencing consumer response. Moreover, packaging transparency serves as a vital technical parameter for evaluating and validating specific food packaging materials. This study examines four distinct packaging designs:  transparent box, opaque box, double layer transparent box, and double layer opaque box. Sensory attributes were assessed using CATA (check-all-that-apply), while attribute intensity was measured using line scaling. The findings indicate that double layer packaging offers a wider range of sensory attributes and intensity concerning aroma and taste, such as light color, buttery aroma, milky aroma, brittle texture, and milky taste. Overall, significant differences were observed between single layer and double layer packaging, while no significant distinctions were found between transparent and opaque packaging.