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?

Be it pillows, stuffed toys or gadgets, many people will project human traits on to inanimate objects. And a study published inPsychological Sciencesuggests that people who are lonely are more likely to anthropomorphise objects in a bid to feel a social connection and reduce social anxiety.

When we’re feeling lonely, we tend to seek out social interaction. But research from the University of Kansas has shown that when we interact with a product that reminds us of people – whether Siri or Henry the Hoover – this need for human contact can be masked.

Eating patterns have changed – instead of preparing three meals a day, many people now snack on convenience food. As a result, there’s a growing demand for packaging that’s smart, eco-friendly and easy-to-use. How can brands use innovative design to meet the needs of these conscious consumers?