Zhixin Zhan, Lei Dai

Lei Dai

May 30, 2025

Packaging design, Traditional Chinese festive food, Multi-sensory, Zongzi, Mooncake.

This proceeding article investigates the role of multi-sensory packaging designs in enhancing consumer experiences and market competitiveness, using zongzi and mooncake packaging as case studies. The research reveals that these designs not only satisfy aesthetic preferences but also reinforce cultural festival atmospheres, thereby promoting the spread of traditional Chinese culture. Innovations in color, pattern, material, and structure, combined with non-visual sensory elements such as sound, smell, taste, and touch, create a comprehensive sensory experience that enhances consumer desire and purchase decisions. The paper concludes that these multi-sensory packaging strategies effectively bridge consumers emotionally with cultural festivals and products, demonstrating the potential of sensory marketing in fostering cultural appreciation and consumption.

© 2025, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license