Unconscious emotional effects of packaging design elements

This research investigates consumers’ unconscious emotional responses to packaging elements such as image, colour and font. The intensity and valence of the emotional response, in reaction to these packaging elements, is established by the use of skin conductance tests and facial electromyography on a convenience sample of 120 participants. The results suggest that image is the only element able to generate a significant effect on consumers’ unconscious emotional response. In addition, the results also suggest the interaction between image and colour has a significant effect on consumers’ unconscious response to packaging.