RESEARCH OF CUSTOMER EMOTIONS DURING INTERACTION WITH PRODUCT PACKAGING
Abstract
The study focuses on analyzing consumer emotions during interaction with product packaging, which serves not only as a functional or logistical element but also as a key communication channel for conveying brand values and shaping brand image. The research investigates multisensory triggers – including visual perception, touch, sound, scent, form, and internal organization and their influence on initial micro-emotional reactions, trust, satisfaction, recommendations, and repurchase intentions. A mixed-methods approach was employed, combining direct observation, structured interviews, unboxing video analysis, and online surveys. The study identifies distinct stages of emotional experience: immediate visual impression, tactile contact, opening, content evaluation, and aftereffect. Findings reveal that tactile and sensory details, such as premium materials, smooth opening mechanisms, and structured internal spaces, significantly enhance positive emotional responses, reinforce consumer trust, and increase brand loyalty. Based on the collected data, the EMO-Pack model is proposed, demonstrating how packaging elements interact to shape consumer emotions and subsequent behavioral reactions. The research also provides practical recommendations for designing packaging that maximizes positive emotional impact, highlights the importance of consistency across sensory signals, and emphasizes the potential of packaging as a strategic tool for strengthening brand perception. Moreover, the study addresses the specific context of the Ukrainian market, considering post-war changes in consumer sentiment and heightened sensitivity to emotional experience, which are critical for developing packaging strategies that resonate with local consumers. Overall, the findings confirm that packaging is a multi-layered emotional mechanism that extends beyond the moment of unboxing, contributing to lasting consumer-brand relationships and reinforcing the importance of integrating sensory, emotional, and experiential factors into product packaging design.
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