Published in Packaging Techology and Science, Volume 28, Issue 2, February 1, 2015, pages 157-171.
At the time of publication, author Javier de la Fuente was not yet affiliated with Cal Poly.
The definitive version is available at https://doi.org/10.1002/pts.2087.
The term affordance describes an object's utilitarian function or actionable possibilities. Product designers have taken great interest in the concept of affordances because of the bridge they provide relating to design, the interpretation of design and, ultimately, functionality in the hands of consumers. These concepts have been widely studied and applied in the field of psychology but have had limited formal application to packaging design and evaluation. We believe that the concepts related to affordances will reveal novel opportunities for packaging innovation. To catalyse this, presented work had the following objectives: (a) to propose a method by which packaging designers can purposefully consider affordances during the design process; (b) to explain this method in the context of a packaging-related case study; and (c) to measure the effect on package usability when an affordance-based design approach is employed.
2015 Authors. Published by John Wiley & Sons.