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Consumers’ Emotional Response to Protective Materials in Parcel Packaging

July 2, 2022

The type of protective packaging selected for parcel delivery has a significant impact on the consumer experience. A breakthrough independent study conducted by Packaging Insight, used a facial camera apparatus to capture emotional response when parcels were opened. One hundred twenty-three participants evaluated traditional protective package material types (loose-fill “peanuts”, paper, square-pattern bubble cushioning and air pillows). Peanuts caused the greatest amount of consumer frustration with approximately 18% of the participants showing irritation with the material type.

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