Protective materials in parcels – Consumers’ emotions

18 April 2016

Package InSight and Pregis performed an emotional response study using a facial camera which measures and codes 40+ facial muscles. The study evaluated traditional protective package material types (loose-fill “peanuts”, paper, square-pattern bubble cushioning and air pillows).
They found that the emotional reading (or value) for packaging peanuts indicated participants were approximately 10 times more likely to be categorized as frustrated than not frustrated. They also found that bubble cushioning and air pillow packaging create the least frustration and that the participants were the least irritated when disposing bubble cushioning materials (News Item Package Insight, 8 April 2016).
Click here for the news item, including an infographic about the results.
Click here to fill in your details to download the study.
Click here for more information about the NVC innovation project Web Retail Packaging.

If you have any questions about this subject, please contact us:, +31-(0)182-512411. This item is also included in our monthly overview, the NVC Members-only Update.