INDEPENDENT RESEARCH · QUAD × VELA™

Paper packaging elevates the brand experience

New data on how packaging shapes sustainability perception and brand value.

WHAT THE RESEARCH FOUND

Packaging material changes how your brand is perceived

Eye-tracking, disposal behaviour and 14-day recall interviews all pointed the same way — paper outperforms plastic at every stage of the unboxing moment.

79%

of consumers prefer paper packaging over plastic overall.

60%

more visual attention captured by paper packaging during unboxing.

77%

of consumers associate paper packaging with an eco-friendly brand.

Source: Quad × Vela Behavioural Study, Jan 2026 (n = 91). Full methodology and figures in the downloadable report.

PARTICIPANTS

PACKAGING FORMATS TESTED

14-Day

RECALL FOLLOW-UP

Get the full report

Eye-tracking engagement data from the unboxing study

Sustainability perception benchmarks, paper vs. plastic

Brand and premium-positioning shifts by packaging format

What it means for your packaging strategy

Download the research

Eye-tracking data, recall interviews, and what it means for your brand

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A member of our team will review your request and
get back to you within 24 hours.
We look forward to helping you bring circular packaging to life.

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New behavioral research available

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Thank you for reaching out!

A member of our team will review your request and
get back to you within 24 hours.
We look forward to helping you bring circular packaging to life.

Oops! Something went wrong while submitting the form.