Package design includes a number of considerations ranging from protecting the content to conveying the brand image. The aim of this study was to gain a deeper understanding on how Swedish consumes perceive product packaging attributes, with a special emphasis on in which way packaging material (carton, paper plastic), and structural design (folding carton, paper bag, standing pouch and plastic bag), have an emotional impact on consumers' evaluation of the product and packaging. Assessing the appearance and effectiveness of a packaging system is often confounded by branding, why it is important to separate the brand influence from the attributes of the packaging system. Thus, in the experimental part, packaging prototypes of different structural design and materials were manufactured in order to present commercial cereal brands in different types of packaging. The research involved a combination of qualitative and quantitative methods, comprising (i) focus groups on cereal (muesli) packaging; (ii) a mock-up study of four muesli packaging types: transparent plastic bag, carton box, paper bag, and a resalable stand-up plastic pouch; and (iii) a questionnaire on environmental attitudes to packaging materials. Fourteen respondents participated in the focus groups and 20 in the mock-up study. Result show that the paper bag and the carton box were perceived to be the most environmentally friendly packaging material. Heavy ink usage on paper bags and carton boxes can however raise concern regarding the environmental impact. Introducing functionality and good print quality can cause preferences to divert to an alternative packaging material. In the mock-up study the standing pouch was the most liked package type regardless of brands. Functional reasons (protect, re-closable etc.) and appearance reasons (nice print, nice colours) was claimed for giving this package high ratings.