Alternative Design Strategies for Virtual Presentation of Packaging Design to Evoke Emotions and Sensory Perceptions of Online Shoppers in E-Tailing

The constant growth of online retailing is expanding the need for innovative design and marketing strategies. The main purpose of this research is to investigate a new perspective to online shopping experience where emotional effect of packaging design on online shoppers’ perception of senses is explored. In physical retailing environment, packaging that impacts on human senses are known to be most liable to be visible, to provide consumers with positive experience and also to encourage purchase. In general, sensory marketing is becoming more and more valuable in physical environment and is now a meaningful recommendation for online retailing marketing strategy. Yet, in physical retail environment, sensory experience of packaging is obvious while for online context, it is less evident