Identifying Emotions Provoked by Unboxing in Virtual Reality

Stefan Tanderup, Markku Reunanen, Martin Kraus

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Unboxing a product, i.e. removing a newly acquired product from its packaging, often is a momentary strong emotional experience. Therefore, it is increasingly regarded as a critical aspect of packaging design. This study examines the user interaction when unboxing a product in Virtual Reality (VR) by comparing three plain textured boxes, each with a unique packaging design, and by inquiring the participants’ emotions provoked by each design. The boxes were created based on the following interaction design guidelines: freedom of interaction, interaction pattern, and richness of motor actions. The findings indicate that there is a difference between the strength of certain positive emotions when unboxing the three boxes in VR. This study discusses the relationships of certain interactions in VR, and how they can shape people’s expectations. These findings can serve as guidelines for how designers can improve the virtual experience through different interaction methods, and they provide insights into the differences between the unboxing experience in the real and the virtual world.
Original languageEnglish
Title of host publicationAVR 2019: Augmented Reality, Virtual Reality, and Computer Graphics
EditorsLucio Tommaso De Paolis, Patrick Bourdot
Number of pages10
ISBN (Electronic)978-3-030-25965-5
Publication statusPublished - 28 Jul 2018
MoE publication typeA4 Article in a conference publication
EventInternational Conference on Augmented Reality, Virtual Reality, and Computer Graphics - Santa Maria al Bagno, Italy
Duration: 24 Jun 201927 Jun 2019
Conference number: 6

Publication series

NameLecture Notes in Computer Science
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


ConferenceInternational Conference on Augmented Reality, Virtual Reality, and Computer Graphics
Abbreviated titleAVR
CitySanta Maria al Bagno
Internet address


  • virtual reality
  • unboxing
  • affective interaction
  • emotions


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