Dutch online department store wehkamp.nl has created packaging that makes it feel like you're getting a gift through the post. Brightly coloured ribbons and friendly written copy make the parcels feel like they're from a friend rather than a brand.

The UK is one of the most developed online retail markets in the world, with 82% of internet users regularly shopping online. But how can retailers recreate their brand within your home? And how can amazing service, beautiful packaging, and try-on technology bring an online brand into your bedroom?

Packaging doesn't just protect contents and indicate ingredients – it now talks like we're best friends. It’s friendly, cheery and even cheeky. But do we really want our food and beauty products to hit on us? What makes successful chatty packaging, and when do we want it to shut up?

As city streets become cluttered with advertising, brands are now experimenting in the sky instead. But as drones are often associated with shady surveillance and the sky is still considered to be a sacred place, what’s the etiquette for planting messages in the air?