Your product isn’t the first impression. The box is. That first tear, lift, or slide sets the tone. If it doesn’t hit different, they’ve moved on before even trying what’s inside.
Experts Say
Expert 1: Hernán Braberman, Creative Director (Plastics Engineering, April 2025)
Braberman argues that in the e‑commerce era, the first 22 seconds of unboxing are crucial—brands must spark emotional connection and social sharing, not just protect the product. He highlights how digital shoppers expect a physical “moment” that converts into viral contentlabelandnarrowweb.com+1wpuat.innorhino.com+1en.wikipedia.org+11plasticsengineering.org+11nzr-design.com+11.
Expert 2: Frontiers in Nutrition and Journal of Marketing studies (2024–2023)
Research shows minimalist, eco‑friendly packaging—which cuts mental clutter—boosts consumer trust by ~34% and increases willingness to pay by ~27%, especially in food categories. Clear labels and intuitive design create cognitive ease and deeper brand alignment meyers.com.
Our Take
Unboxing remains powerful. It’s a sensory handshake. It’s where color, texture, surprise, smell, even sound meet psychology. Neuroscience points to real brain reward—beautiful, intuitive packaging activates pleasure centers and makes products feel premium . And it’s not just you. Reddit shared this about Apple packaging: “It really is just a thing of beauty and such a thorough respect for design.” reddit.com+1nzr-design.com+1
3 Action Steps
- Design a “wow” layer: Add one surprise—magnetic flap, scented insert, hidden quote or sticker—that unfolds after the first open. Prototype with 20 users. Measure shared unboxing videos or social mentions.
- Simplify messaging: Audit every design element. Use one short tagline or icon to communicate your value (eco, premium, purity) at 3-second glance. Put the tagline on the inside lid—so it’s revealed as part of the experience.
- Encourage shareability: Include a branded sticker or card that says “Share your unbox” + hashtag/QR code linking to a video or promo. Offer small discount for posts. Track usage over 90 days.
Unboxing isn’t obsolete, it’s essential. It blends psychology, design, and marketing in one visceral hit. Build a moment, spark delight, earn loyalty.
Written By Natalie Manvelyan
