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Expressing tastes in packages

机译：用包装表达口味

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摘要

Four experiments are reported on how design engineering students can express the taste of a dessert in its packaging and how people experience this expression. Three hypotheses are tested: 1) are designers able to express the taste of a dessert in their designs; 2) are people able to match these designs and desserts; and 3) does this matching occur on the basis of the same information. Experiments 1-3 show that people are able to match desserts end packaging designs on the basis of all the information available (Experiment 1), of mainly form information (Experiment 2) and of mainly colour information (Experiment 3). Experiment 4 provides evidence that designers and nondesigners alike make these matches on the same basis. Designers seem to articulate the perception ofpackagings and tastes more than nondesigners do. Results are discussed against the background of the Gibsonian concepts of meaning as affordances and of learning as perceptual differentiation.
机译：据报道，有四个实验涉及设计工程专业的学生如何在甜点的包装中表达甜点的味道以及人们如何体验这种表达。测试了三个假设：1）设计师是否能够在设计中表达甜点的味道； 2）人们能够匹配这些设计和甜点吗？和3）是否根据相同的信息进行匹配。实验1-3显示，人们能够根据所有可用信息（实验1），主要是形态信息（实验2）和主要是颜色信息（实验3）来匹配甜点的最终包装设计。实验4提供的证据表明，设计师和非设计师都可以在相同的基础上进行匹配。设计师似乎比非设计师更清楚地表达了对包装和品味的理解。在吉布森意义上的意义作为赠品和学习作为知觉差异的背景下讨论了结果。

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