The seductive power of packaging: Decoding consumer emotions – the key to brand connection

In today’s competitive eCommerce landscape, the battle for consumer attention often begins long before a product is used - with packaging. That moment of first visual impact, the anticipation during unboxing, the subtle cues of material, shape, and colour -  they all speak a psychological language that drives connection. 

At Mondi, we continuously explore how packaging can do more than protect a product: it can communicate, persuade, and build emotional value. As part of our ongoing dialogue with industry thought leaders, we recently invited Dr Helene Karmasin, renowned market researcher and author of “Verpackung ist Verführung” (Packaging is seduction), to share her insights in a Mondi eCommerce webinar. 

The invisible influences of consumer psychology  

Dr Karmasin’s research focuses on what she calls packaging codes — the silent systems of meaning that shape how consumers perceive products. 

“People don’t buy products because they need them; they buy them because they are drawn to them,” she explains. “That feeling of ‘I want you’ is what drives the decision.” 

According to her, every element - from size and shape to typography, texture, and tone - creates subtle associations. For example, a small, concentrated format suggests exclusivity. A natural kraft paper finish signals authenticity and sustainability. Premium packaging uses a quieter, more refined palette, where “something elegant in neon green simply doesn’t work”. 

“Packaging can express what brands could never say directly,” says Dr Karmasin. “It conveys pleasure, prestige, moral awareness -  all through design.” 

From shelf to (online) screen: the art of unboxing 

In eCommerce, where products are discovered and experienced digitally, packaging takes on an even more vital role. Without a physical shelf, the unboxing moment becomes the first tangible touchpoint between brand and consumer. 

“Receiving a parcel still feels like getting a gift,” Dr Karmasin notes. “When you open it and find tissue paper or a small note, it creates warmth and connection. That’s where the brand relationship happens.” 

She also highlights the importance of ease and simplicity -  a reminder that emotional connection can be quickly lost if practicality fails. 

“Don’t make me think. The opening process must be effortless. Nothing ruins that loving moment faster than struggling to open a box.” 

Plato knew that sustainability meeting elegance is a winning formula  

Sustainability, too, carries its own code. As highlighted in our  2025 eCommerce Trend Report by Mondi, 90% of consumers favour brands that use recyclable, rightsized packaging - yet only half trust vague sustainability claims. Dr Karmasin urges brands to think beyond the plain and minimal aesthetic often associated with eco-friendly design. 

“The most beautiful packaging should also be the most morally right,” she argues. “As Plato said, the good and the beautiful are one.” 

For brands, this means blending sustainability with desirability - creating packaging that is both responsible and emotionally engaging. Research shows that packaging that clearly communicates its sustainable credentials influences brand perception and consumer loyalty, while market trends confirm that sustainable eCommerce packaging is among the fastest-growing segments in retail. 

In short, when brands decode the invisible code linking ethics, aesthetics, and experience, they turn packaging into a powerful brand asset - not just a container, but a connection. 

Partnering to unlock winning packaging strategies 

As eCommerce continues to evolve, packaging remains one of the few physical touchpoints between brands and their customers. At Mondi, we believe it has the power to transform logistics into an experience and fulfilment into brand storytelling. 

Our conversation with Dr Karmasin reinforces that effective packaging design requires more than technical expertise; it demands an understanding of human psychology, culture, and emotion. 

By decoding these insights and translating them into fit-for-purpose, sustainable, and innovative eCommerce packaging solutions, Mondi helps brands connect meaningfully with their customers, from the first click to the final unboxing moment.

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 ^{Video subtitles have been translated using AI so may not be 100% accurate.}