Charles Spence is the Head of the Crossmodal Research Laboratory at the University of Oxford. Here he presents a novel experimental paradigm designed to enable graphic designers and marketers to assess the response of consumers to changes in the orientation of various design elements (e.g., food images) on product packaging. Evaluating the orientation of design elements in product packaging using an online orientation task http://doi.org/10.1016/j.foodqual.2015.07.018

Image courtesy of interviewee. November 28, 2016