How does packaging material shape consumer perception?

What happens in the consumer’s mind when they pick up a bottle? Can the choice of packaging material influence perceived quality, emotion and product value before the product is even opened? 

FEVE explored these questions through a scientific study conducted with Mind Insights and led by Professor Gordy Pleyers from the University of Louvain. The study, focused on sparkling water, measures both conscious and non-conscious consumer reactions to different packaging materials. 

For brands, retailers and marketing teams, it offers useful evidence on how packaging can shape consumer expectations, strengthen shelf impact and support product positioning. It also helps explain why material choice is not only a technical or sustainability decision, but part of the overall brand experience.