Unboxing is one of the most popular search terms on YouTube and yields millions of results and thousands upon thousands of hours for consumers to binge. Why do we like to watch other people open boxes? I don’t think it takes an expert to assume that we enjoy that second hand feeling of receiving something. Whether you want to admit it or not, everyone enjoys receiving presents and part of the fun of getting a gift is opening the wrapping box or bag to see what’s inside. This is the logic behind the unboxing experience.
A somewhat recent development in consumer packaging that it’s no longer good enough to simply ensure the safe delivery of the product. Your package needs to make the consumer feel like they are opening a treasure chest just for them.
What makes a great unboxing experience?
There’s a few different factors that come to mind. Apple is usually the first brand that people think of when they think of the unboxing experience but what makes them so special? Everything is nicely organized and packed in their clean white boxes, but there isn’t anything exceptional upon first glance. Apple nails the unboxing experience through the choice of materials. The careful choice of paper board combined with a snug fit makes opening the box feel incredibly premium and satisfying.
Beyond simply choosing the right materials, another way I see a lot of brands enhancing the unboxing experience is through choice of dunnage and box brand. An example that really comes to mind in this regard is Hickory Farms. You’ve probably received one as a gift around the holidays. Check out how Hickory Farms presents their products once you open the box. The carefully shredded dunnage gives the product the appearance of sitting on a bundle of hay or something. This might as well be a display from an artisan farmers market and it really improves the perception of the brand.
Finally, a brand could simply go all out on making a package feel like it is a part of the product itself. I experienced this recently when I bought a pair of headphones. These aren’t crazy expensive headphones or anything like that, but they’re not cheap, probably around 70 bucks or so. The package is one of the nicest most elaborate packages I’ve ever seen and really seems like the kind of thing that a 300 pair of headphones should be coming in. Thick textured, embossed paper board, a magnetic clasp, a decorated interior flap, viewing window and extra accessories. This is an example of a brand going above and beyond to tell a story through their packaging and for me they nailed it. This is most definitely an expensive offering but I can tell you that as a consumer, this packaging would definitely lead me to be a repeat customer with the brand. I bought these almost over a year ago and I still haven’t gotten rid of the box.
How do you feel about your brand’s unboxing experience? It might have seemed like a gimmick at first, but it’s clear that it’s actually a genius marketing tactic.
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