In the social media era, unboxing experiences have become a powerful marketing tool influencing purchasing decisions and shaping how consumers perceive brands. How a product is packaged and presented is crucial in capturing audience attention and driving sales. More than just a protective container, packaging is an extension of a brand’s identity. Packaging design, feel, and functionality all factor into a potential customer’s first impression of both your product and your business. For brands, especially those that primarily sell online via e-commerce, an intentional unboxing experience builds excitement, encourages social sharing, and can ultimately drive increased brand awareness and product sales.
What Is an Unboxing Experience?
When shopping for products, many consumers start their search online. Once they narrow down their options, many seek more details and first-hand reviews, leading to the popularity of unboxing videos. In fact, 62% of people watching unboxing videos do so specifically to research a particular product. Unboxing videos involve a content creator opening a product while discussing packaging and product features along with first impressions. For consumers making purchasing decisions, unboxing videos are the fourth-highest-rated social media content for helpfulness.
The appeal of unboxing videos lies in their simplicity: a creator opens a package, showcases the design, reviews the product, and shares their experience. This process replicates the excitement of unwrapping a gift, creating an emotional connection with the audience and heightening anticipation around the product.
Industries that benefit from unboxing marketing include:
– Health and beauty products such as skincare and cosmetics
– Toys and games like action figures, building sets, and video games
– Consumer electronics and tech products, including smartphones and laptops
– Specialty foods like gourmet snacks, sweets, and seasonal and limited-edition products
– Subscription boxes for pet products, meal kits, and clothing
Why Does the Unboxing Experience Matter?
Unboxing videos showcase a product’s packaging. With more than 70% of consumers readily admitting that packaging design impacts purchasing decisions, visual appeal is key. Packaging aesthetics play a major role in making unboxing videos engaging and shareable. High-quality design, branding elements, and premium materials elevate perceived value and encourage viewers to purchase a product and potentially share their own reviews online.
Beyond appearance, content creators and consumers often discuss how packaging feels. Enhancements like embossing, debossing, soft-touch coatings, or foil stamping contribute to rich sensory experiences. Packaging weight, texture, and finish influence how luxurious or premium a product feels, making these elements essential in packaging experience design.
While aesthetics and tactile experiences matter, unboxing marketing is also more than just making a box look good. Storytelling is just as important. Packaging should reflect brand identity and what a company is known for. This is particularly important for e-commerce brands since customers don’t physically interact with products until after the purchase is complete. Every aspect of the opening experience communicates something about your brand’s values, personality, and commitment to quality.
Designing for Unboxing Experiences
Improving packaging experiences requires intentional design beyond aesthetics. As you develop design concepts, the goal should be to engage customers at every touchpoint, including from the moment they see or receive the package to the final reveal of the product inside. Thoughtful packaging design emphasizes brand storytelling, builds excitement, and leaves a lasting impression. Consider the following elements.
Functional Packaging Structures
How packaging opens significantly impacts the customer experience. Ideally, your packaging should be easy to open while adding anticipation. For paperboard folding cartons, tear strips or layered reveals can magnify the unveiling process. Custom inserts like die-cut paperboard trays create an intentional, premium feel as they keep products secure and add to the overall packaging aesthetic.
Premium Finishing Techniques
Custom paperboard packaging often includes high-quality printing and graphics. Incorporating finishing techniques like embossing, debossing, and foil stamping amplifies visual and tactile experiences. These enhancements make packaging feel more luxurious and encourage customers to share their unboxing experiences on social media.
Internal Branding
Create memorable “surprise and delight” elements inside packaging. For example, printing messages inside carton tabs, adding hidden patterns, or including handwritten thank-you notes help customers feel valued. These small but meaningful details reinforce brand identity and create a more meaningful unboxing moment.
Sustainability and Eco-Friendly Materials
Modern consumers appreciate brands that prioritize sustainability. Considerate choices like compostable coatings, minimalist packaging, and clear sustainability messaging can resonate with eco-conscious consumers while still delivering a high-end unboxing experience.
Create With MOD-PAC
A well-designed unboxing experience doesn’t just make a product look good—it creates an emotional connection with the customer, reinforces brand identity, and encourages social sharing. By investing in thoughtful packaging, brands can turn a simple delivery into a powerful marketing opportunity. If you need custom paperboard solutions, we’ve got you covered. Reach out today to learn more or speak with one of our packaging experts.