Emotional Packaging Design

Emotional Packaging Design and How It Improves Brand Value


We live in a world where brands are continuously competing for the attention of a common audience. The economy and globalization continue to drive technology resulting in the growth of innovative packaging and branding methods. Brands are now using packaging design and aesthetics to ensure that consumers connect with their products on an emotional level.

Emotional packaging design is a relatively new field that aims to connect with consumers on a more personal level. This type of design uses colors images and words to evoke certain emotions in the viewer. When done correctly emotional packaging design can improve brand value by making products more memorable and relatable. In addition emotional packaging design can help to build brand loyalty among consumers.

With customers becoming more mindful of the companies they choose to purchase from, it is imperative to skillfully explain to them why they ought to trust you with their purchase.

According to the Havard Business Review, customers who are emotionally connected to a product are 52% more valuable to a brand. Therefore, companies must go above and beyond to build an emotional connection with their customers.

Colors and Their Influence on Emotion

Colors have a major influence on our emotions, as researchers have demonstrated for years. Certain tones of blue give us feelings of tranquility; red and pink shades express love and passion, while darker purple shades generate a picture of royal elegance. White is associated with a sense of pureness, cleanliness, and peace, which a high-end buyer might expect from a brand, and thus it is used on packaging boxes, bags, and across the websites of luxury brands such as Reiss.

The Packaging Design Theory

It is impossible to discuss emotional packaging design and impactful colors without bringing up the theory of packaging design.

For example, statistics suggest that 71% of buyers prefer to buy from brands that relate to or agree with their personal convictions.

Examples of Emotional Branding and Packaging in Action

Several brands have mastered the art of emotional packaging design and use it to connect with consumers, hence increasing their sales. The most popular forms of emotional packaging design include customized shapes, the unboxing experience, and establishing personal connections with consumers.

Emotional packaging design is a term used to describe the process of creating packaging that evokes an emotional response from consumers. This type of packaging can be used to improve brand value by creating a positive association with the product. Emotional packaging design often uses elements such as color imagery and typography to create an impactful design.

Emotional packaging design is the process of creating packaging that elicits an emotional response from consumers. An excellent example of such a brand is Amazon. The arrow’s smiling shape also emphasizes the happy and friendly image that Amazon stands for.

Here are some more examples.


Since the 1890s, Coca-Cola has been using the color red in all its branding. The brand’s signature color is a vivid, dramatic cherry red against a contrasting white background.


Nike’s “Just Do It” campaign focuses on realistic internal battles and resolve that result in heroics. This is a theme that many people find relatable, leading to consumer loyalty. Nike’s advertising depicts laziness, a trait that many customers identify with.

There are a few key things that make emotional packaging design so effective. First it must be visually appealing. This means that it should be eye-catching and memorable. Second it should tell a story. The story should be something that resonates with the consumer and makes them feel connected to the brand. Lastly it should evoke an emotional response. The best way to do this is to tap into positive emotions like happiness love or excitement.


Lush is a cosmetic brand that acknowledges its audience by demonstrating its commitment to animal protection, assuring conscious consumers that they are investing their hard-earned money in an ethical brand. Additionally, lush adds an emotional, humanizing element to its .

If you are looking to improve your brand value through design then emotional packaging design is definitely something to consider.

Your product’s is the first thing potential customers will see. It needs to reflect your brand and make a good impression or you risk losing the sale. Emotional packaging design can help improve your brand value by making an emotional connection with potential customers. By making an emotional connection with potential customers you are more likely to create loyal long-term customers that are more likely to recommend your products to others.

Also, by recognizing their employees, they tug at their customers’ heartstrings.


As a business owner, you’re well aware of the numerous ways in which a brand may cultivate good connections with consumers, not just to drive sales but also to build brand champions who can help spread the word about your company and its offerings.

However, one of the fundamental causes of consumer loyalty that is sometimes overlooked is product packaging, particularly packaging that elicits powerful emotions in the recipient Read More