Unpacking the complexity of packaging design interaction: developing a packaging knowledge tool for design practitioners

This thesis presents the development of an online informational resource for packaging designers to better understand how consumers respond to their packaging designs. This resource, entitled the unpack knowledge tool, aims to literally 'unpack' the complexity that surrounds consumer response to packaging by making the theory accessible to design practice. The development of the unpack knowledge tool is comprised of three phases, the knowledge, the process and the outcome. The first phase, the knowledge, brings together the literature in the area and then proposes a conceptual framework around consumer response and packaging design. The second phase reports on the development of the unpack knowledge tool. This includes establishing an industry context, proposing a design strategy, developing the content and then synthesizing this into an interactive informational resource. The development of the tool required a series of research methods, including discussions with packaging industry leaders, interviews with packaging consumers as well as the application of design practice processes, including iterative design development, information design and interface design. The third phase, the outcome, presents the final tool prototype as well as the findings of a preliminary evaluation on how well designers can use and comprehend the tool. A series of recommendations for revising the tool are proposed based on the testing results. In conclusion, applications for the unpack knowledge tool as well as future research opportunities are discussed.