Research using facial movements reveals significant differences in consumer response to protective packaging types
Product protection was ranked as the “most important” packaging characteristic by 80% of the respondents.
Research using facial movement analysis reveals significant differences in how consumers respond emotionally to various protective packaging types. Results show that protective packaging has an impact on human emotion, product perception and lifetime customer value.
Participants were asked to select how they felt during three critical parcel interaction points—opening, removing the material/products and discarding the packaging. That data was then compared to the emotional response they displayed during each interaction point. Emotions included excitement, neutral, frustration, joy, relief, anger, sadness and frustration.