Introducing Experience Goals into Packaging Design

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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.
Original languageEnglish
Title of host publicationProceedings of DRS 2016, Design Research Society 50th Anniversary Conference
EditorsPeter Lloyd, Erik Bohemia
PublisherDesign Research Society
Number of pages18
Publication statusPublished - Jun 2016
MoE publication typeA4 Conference publication
EventDesign Research Society International Conference - Brighton, United Kingdom
Duration: 27 Jun 201630 Jun 2016
Conference number: 50

Publication series

NameProceedings of DRS
PublisherDesign Research Society
ISSN (Electronic)2398-3132


ConferenceDesign Research Society International Conference
Abbreviated titleDRS
Country/TerritoryUnited Kingdom
Internet address


  • Xgoals
  • Packaging design
  • Brief
  • Design for experience


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