New 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, and sadness. In addition to the excitement and joy experienced in opening the package, frustration was also an emotion that was identified.
Loose-fill peanuts caused the greatest amount of frustration, with approximately 18% showing irritation with the material type. On the other end of the spectrum, there was 0% frustration experienced with square-pattern bubble cushioning. Also scoring a low level of frustration were air pillows at 5.25% and paper at 3.7%.
Beyond emotion tracking, survey questions explored the impact of receiving damaged items. An overwhelming 73% of participants indicated that they would be unlikely to purchase from the company again after receiving a damaged item.
Further, product protection was ranked as the “most important” packaging characteristic by 80% of the respondents, as compared to sustainability and ease of product removal.