The four moments of experience: Streamlining the process of packaging development

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.


  • Problem: There are no clear guidelines to connect ideation and innovation, design, and evaluation when it comes to the development of product packaging.
  • Solution: Develop a framework that incorporates concepts from cognitive, sensory, affective sciences, and understands product packaging in terms of four moments of experience: Navigation, buy, use/consume, discard/disconnect.
  • Insights: Navigation focuses on the elements of the packaging that facilitate identifying the product. The buymoment encompasses the process of evaluating the sensory elements that are part of the packaging and the expectations they generate about the product. It also focuses on...
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