Not everything looks good: optimal packaging design


to evaluate the impact of a new packaging design based on objective emotional indicators.


september was tasked with testing a novel dessert cup. The client wasn’t just interested in usability but also in the influence of the pack on the emotional appeal of their long-standing traditional brand.


 We carried out heart.facts emotion research in four stages:
1) Measurement  with the help of a 3-D model
2) Measurement of the haptic prototypes
3) Measurement of reactions to the emotional brand profile before and after contact with the pack
4) In-depths to clarify the causality between measurements and the emotional experience (‘story’)


The client received insights that went far beyond the usual design and UX studies. Using objectively gauged KPIs, it was then possible to compare the new pack with other packaging in terms of usability and the brand lift achieved.