Designing for emotion: The next era of consumer packaging

Packaging is no longer passive. Speaking to London Packaging Week, Dewi Pinatih explores how emotionally intelligent design drives desire, guides behaviour, and redefines sustainability and luxury

As the packaging industry gears up for London Packaging Week this October, the conversation is increasingly focused on what the next decade will demand from design. From sustainability and material innovation to emotional connection and tech-enabled experiences, brands are being challenged to rethink packaging not just as a vessel, but as a participant in culture, wellbeing and desire.

Dewi Pinatih, Head of Product Design Trends at Stylus, the global trends intelligence business, is set to explore these themes at London Packaging Week, taking to the Beauty & Drinks stage on Wednesday 15 October at 15:00. In a session alongside Aaron Butler, Global Design Leader at No7 Beauty Company, Pinatih will decode how brands can harness design to create emotional resonance and consumer engagement in an era defined by complexity and rapid cultural evolution.

Designing for cultural complexity

By 2035, six generations will coexist in the consumer landscape, creating a rich but challenging cultural tapestry. Pinatih argues that understanding this complexity is essential for brands seeking to deliver meaningful experiences. “Knowing your customer – what they value, need and desire, and who influences them – is more important than chasing trends,” she says. “You can’t be everything for everyone. What resonates will vary depending on the brand and the consumer.”

For example, a social media-native beauty brand might prioritise online product application, showcasing real use through influencer content rather than traditional advertising. Meanwhile, a baby care brand might focus on practical, one-handed dispensing for new parents juggling multiple tasks. And as millennials age, Pinatih anticipates a growing demand for accessible, easy-to-handle packaging that blends usability with desirability.

Beyond generational differences, technology will shape the design landscape. “Tech-enhanced efficacy, connected interactivity, and AI-powered personalisation are emerging themes that aren’t widespread yet but will be critical for 2035,” Pinatih explains.

Design as a catalyst for change

Sustainability is no longer an optional consideration—it’s a core design principle. Pinatih highlights that the most impactful sustainable designs are those rooted in authenticity rather than one-size-fits-all solutions. Refillable formats, for instance, are not just about reducing waste; they create desirability while reshaping consumer behaviour.

Pinatih points to the work of Morrama for Wild’s body wash bottles, which use a clever drop-in format to simplify use and reduce mess. Google has taken strides with plastic-free hardware packaging and innovative alternatives to shrinkwrap, enhancing both recyclability and the unboxing experience.

“These designs aren’t only better for the environment—they improve user experience,” Pinatih continues. “Lighter, flexible, and recyclable packaging often feels more premium, easier to handle, and offers unexpected value, like dispensing every last bit of product. It’s an opportunity for storytelling.”

Building emotional connection

For Pinatih, design is the primary driver of emotional engagement. “Design creates meaning, identity, and connection. It’s not just aesthetics—it’s the essence of how consumers relate to a brand,” she says.

At London Packaging Week, Pinatih and Aaron Butler will explore how brands can unlock desire through design. Their session will examine the strategies behind creating emotionally intelligent packaging, where every touchpoint is thoughtfully crafted to resonate with consumers. They will discuss how subtle cues—such as material textures, intuitive gestures, and multisensory details—can strengthen loyalty and spark desire, helping brands move beyond functionality into the realm of true emotional resonance.

By combining creativity with consumer insight, the session will highlight how design can be used as both an emotional connector and a strategic tool for differentiation in competitive markets.

Material innovation and sensory sustainability

Material innovation is central to the evolution of sustainable luxury. Pinatih highlights moulded paper pulp packaging and algae-based formats as examples of how tactile, visually appealing materials can align desirability with eco-consciousness. “Luxury isn’t about weight anymore,” she says. “It’s about intuitive, fit-for-purpose design—durable or perishable—that delivers a seamless, emotionally engaging experience.”

Rising consumer awareness of harmful chemicals like PFAS is also shaping material development. “Safe, fully degradable packaging will be expected across categories, from beauty to toys,” Pinatih predicts. AI will play a key role, too, optimising recycling and circular material flows.

Packaging as an active participant

Packaging today is expected to do more than protect and present—it must contribute to wellbeing, interactivity, and sustainability. Pinatih highlights innovations in dispensing, refillable beauty formats, and tech-enabled experiences like location-based wellness tips and augmented reality integrations. Increasingly, packaging is being designed to guide behaviour, prompt healthier choices, and extend the value of the product far beyond the shelf. Smart systems are offering layers of education, entertainment, and even personalisation, ensuring that every interaction becomes part of the brand’s story.

“Consumers want packaging that’s exciting and functional,” she says. “Whether it’s fresh dosing, unusual gestures, or immersive unboxing, packaging is increasingly a participant in the experience rather than a passive container.”

Luxury, experience, and future-proofing design

In an era dominated by ambient technology and automation, Pinatih sees luxury design moving toward restraint, intention, and narrative. Emotionally intelligent packaging is less about spectacle and more about considered, meaningful interaction. Increasingly, luxury is being defined not by excess, but by thoughtfulness – designs that strip away the unnecessary while amplifying purpose and clarity. Whether through timeless material choices, carefully crafted gestures, or narratives that align seamlessly with consumer values, the future of luxury lies in creating quieter, more enduring forms of desirability.

“At London Packaging Week, I hope attendees leave inspired to dig deeper into the ideas and tools we’ve explored,” she adds. “Understanding your consumer and designing for emotion will be critical for creating lasting, resonant experiences.”

Looking ahead

London Packaging Week remains the definitive stage for innovation, trends, and thought leadership in the packaging world. Pinatih’s insights underscore the role of design as a lever for cultural and system change—an approach that balances desirability, sustainability, and emotional connection.

For brands navigating the evolving consumer landscape, the message is clear: packaging is no longer a supporting act. It is central to storytelling, engagement, and the creation of meaningful experiences. As Pinatih will show at London Packaging Week, the future belongs to those who design with both purpose and emotion, creating connections that endure.

London Packaging Week takes place this October in London’s Excel. From sustainability and material innovation to tech-enhanced packaging and consumer insight, the event promises a comprehensive exploration of the ideas shaping the future of packaging. Pinatih’s session on designing for emotion is one not to be missed.