
Published 05 October 2026
Two years ago, we predicted the rise of neuroaesthetics – the discipline decoding how the brain responds to aesthetic and spatial stimuli – as it began infiltrating the creative industries. Fast‑forward to 2027, and it will no longer be an intriguing science, but instead, a commercial imperative.



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As brands look to entice consumers disenchanted by the luxury industry ‘who’ve seen it all’, emotion’s emerging as the new horizon for packaging that stirs the senses and satisfies a desire to display. The implementation of the EU’s Packaging and Packaging Waste Regulation (PPWR) was another key focus at