 I'd like to introduce Itrat Batul. Itrat's from the ANU College of Business and Economics, and the title of her three-minute thesis presentation today is, The Package Features that Betray Your Sensors. Kala, it's all around us. There is so much of it, we often can't see it. Kala can profoundly influence our lives in ways we don't expect. Take, for example, the terrible flu season that we suffered too. I hope if you got sick, you are able to take medication and get better quickly. But I know some of you still have that medication left over. According to the World Health Organization, 50% of consumers, that is half of us here tonight, do not take the medicines as prescribed, even if we have a live-threatening disease. And that's 125,000 deaths each year. Well, there are a multitude of reasons why people do not comply with prescribed medicines. But there is one significant factor which is often overlooked, and that's where my research comes in. I'm researching on how the color interplays with the shape and communicate through senses, because the medicines which are responsible for healing sometimes have such sensory messages that affects consumers' visual perceptions and causes them to stop taking the medicine. Sensory consumption is an experience which is processed through one or more of the five senses of taste, vision, sound, smell, and touch. Now, these sensory modalities can be influenced by the mere packaging of the product. The packaging of the product includes visual attributes, such like its shape and color, the appearance. But the question arises, how can a color or shape make a person stop taking their medicine? It's because consumers are influenced by the package features, which can be engaging or distracting. For example, consumers who feel distracted are less cognitively engaged in the consumption process. They may unconsciously consume more or less depending upon the depth of the color and the shape of the bottle. Color of the package matters, because color is a fundamental perceptual attribute of an object in our visual environment. It has the ability to alter, hide, and display the shape features. Dark colors may trigger fear. A darker colored bottle may convey a different message for the person suffering from a disease in a transparent bottle would. Therefore, it's important to deconstruct the elements of color and shape. Package features that encourages people to comply with the prescription could reduce the length of illnesses and even save lives.