12. “Closing in on the Container”

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch12

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) “Closing in on the Container”, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch12

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • methods of systematics and understanding what features people want;
  • computer technology allowing designers to present package features;
  • “Next Generation” clear plastic containers for food;
  • test stimuli;
  • design research - silos absent from a concept without much damage;
  • silo in a stimulus;
  • container project - rich source of information for package engineer;
  • Silo E: visual refrigerator/freezer/microwave;
  • creating optimal container;
  • demonstrating statistical validity of model


This chapter contains sections titled:

  • Introduction

  • A Case History—“Next Generation” Clear Plastic Containers for Food

  • Setting Up the Stimuli

  • Doing the Study

  • Creating the Model—Revisiting What to Do When the Product Must have a Specific Feature, or the Silo Must Appear

  • What Do the Data Look Like for the Modeling and How Are They Used?

  • What Works in the Container … and Where?

  • Creating an Optimal Container

  • Can You Believe the Results? How to Demonstrate Statistical Validity of the Model

  • Summing Up

  • References