The Future of Packaging: a Global Conversation

Discover the science behind Emotion Design™, The Wheel of Motives®, and the biology of human choice. What happens in the first seven seconds often determines everything that follows. Long before consumers consciously evaluate a product, their brain has already formed an emotional impression. 
Those few seconds are enough to influence preference, purchase decisions and, ultimately, brand loyalty. Understanding what happens during this unconscious moment is one of the greatest competitive advantages a brand can possess. In this exclusive O-I virtual conversation, three world-renowned experts explore how brands can create immediate emotional connections through the science of human behavior and the power of storytelling. 

Gary Vaynerchuk, entrepreneur, Chairman of VaynerX and CEO of VaynerMedia, shares his perspective on authenticity, consumer attention and modern brand building. Matthew Luhn, former Pixar lead storyteller and animator whose work includes Toy Story, Monsters, Inc., Finding Nemo, Cars and other beloved films, reveals how the world's greatest stories create instant emotional engagement. Arnaud Aujouannet, then Senior Vice President and Chief Sales & Marketing Officer at O-I, brings the scientific perspective, explaining how neuroscience, unconscious decision-making and The Wheel of Motives® translate into packaging and brand experiences that people instinctively prefer. 

Together, they demonstrate that brands are not chosen primarily because of what they say, but because of how they make people feel—often before consumers are even aware of it. This conversation offers a fascinating blend of neuroscience, behavioral science, design and storytelling, showing how emotional meaning can be intentionally designed to help brands stand apart from the competition. If you believe branding is about more than logos, colors and advertising, this discussion will change the way you think about the first seven seconds.

People are affected by packaging in ways they do not consciously understand. Shapes, curves, textures, graphics, materials, symbols etc. are never neutral. They all have meaning. Packaging is the pillar that fuses all the consumer touchpoints at the critical seconds of the selecting a brand. It becomes the physical manifestation of the brand, the embodiment of its spirit. Thus, packaging becomes the shorthand of the whole marketing strategy increasing ROI of all marketing actions. Studies show that companies with consistent branding can see up to 33% increase in revenue. Watch concrete examples of how to boost sales through neuro-packaging in this webinar oganized by the Association of the Greek Manufacturers of Packaging and Materials.

In today's competitive market, all a company's efforts are judged at the point of sale, whether virtual or physical. The critical moment when a shopper chooses one brand over another is heavily influenced by packaging. Packaging isn't just a container—it's a powerful tool that creates an immediate emotional impact, often determining whether a product is purchased or passed over. From the materials used to the shapes, colors, and design principles, every element of packaging plays a crucial role. Good packaging taps into our subconscious, using principles wired into our brains across cultures and time. It tells a story, evokes emotions, and delivers the brand's promise in a way that resonates deeply with consumers. In the past, packaging design was often left to procurement departments focused on cost reduction. But now, as companies realize the significance of packaging, marketing and top management are taking charge. They understand that packaging can either underline or undermine all the efforts made to develop and promote a product. This video explores how effective packaging works on both conscious and unconscious levels, shaping consumer decisions in just a few critical seconds. Learn why investing in good packaging design is one of the most valuable decisions your company can make, ensuring that your product stands out and wins at the moment of truth.