Touching Tubs and Grabbing Gable-tops: An Editorial to the Special Issue on Human-packaging Interaction

Abstract

This editorial covers the recent advances in marketing and ergonomics research with respect to packaging, in particular, the papers that form part of the special issue on human-packaging interaction. It presents a classification of contributions to the literature in four categories, namely, (a) research methodology; (b) design methodology; (c) insights; and (d) industry application. Based on the discussion of recent literature, a research agenda is proposed. Copyright © 2016 John Wiley & Sons, Ltd.