Packaging is no longer just protection for your products. It’s your brand’s audition for loyalty. The box becomes a baton passed from brand to customer, carrying excitement, trust, and, if done well, the key to customer retention.
We hear this from our clients all the time: “We know the product is great, but how do we make sure the experience feels just as good when it lands at someone’s door?” That’s where the psychology of unboxing comes in.
Because we’re wired to. Human brains thrive on anticipation. When customers receive your parcel notification or see your box on the doorstep, dopamine – the brain’s “feel-good” chemical – kicks in. The act of opening the package then layers on sensory delight... the crisp tear of tape, the feel of sturdy cardboard, a neat fold of branded tissue, a personalised card inside.
This is multisensory, experiential marketing. Every layer is a chance to reinforce your brand promise and to make the product feel personal, thoughtful and worth waiting for.
Why does this matter? Because ecommerce removes the tactile “in-store” element of shopping. Your packaging is the closest thing to that moment of browsing, touching, and carrying a purchase home. If you can’t recreate that sense of ritual, your product risks feeling flat, even if it’s brilliant.
Psychologists call it sensation transference, a principle identified by Louis Cheskin. In short, people transfer their feelings about a product’s packaging onto the product itself.
If your box feels flimsy or generic, customers will unconsciously question the quality of what’s inside. If it feels premium, they assume the contents are premium too. That’s why luxury brands invest so heavily in packaging. It’s not just aesthetic, it’s psychology.
Intelligent design elevates perceived value before the product even appears.
Dom Webb, Account Manager at IFGlobal, comments, “Before joining us as a client, one of our brands spent years refining their product yet struggled with high return rates. It wasn’t until they introduced customised, branded packaging that they saw a measurable improvement in customer satisfaction and a drop in returns. This goes to show, the way your product is presented can be just as influential on the customer experience as the product itself."
Unique, share-worthy packaging fuels social sharing. UPS research found that nearly 40% of consumers are likely to share photos of their unboxing on social media if the packaging is unique or gift-like. Globally, over 65% say they’re more likely to post when packaging feels special.
Why does this matter? Because social sharing is modern word-of-mouth. We’ve all seen it; customers filming and posting their unboxing moment, often with as much enthusiasm for the packaging as for the product. That’s free, organic marketing. And it’s not just likes or views, it’s also social proof that extends your reach into communities you might never otherwise access.
When the unboxing experience meets expectations, trust is strengthened. When it doesn’t, cognitive dissonance sets in. The uncomfortable gap between what the customer expected and what they received.
And the impact is significant. Research shows that 60% of consumers won’t buy again from a retailer after receiving a poorly packaged item. That’s not a margin you can afford to lose.
In the UK, where 88% of consumers now shop online more than before the pandemic - and 64% say this habit is here to stay - the package is your brand’s frontline. If the first physical interaction disappoints, loyalty crumbles before it’s even had the chance to form.
Today’s shoppers look beyond the product to the values it represents. In a 2024 study, 80% of US consumers said they’re more likely to buy products in eco-friendly packaging, while 75% globally said they’d pay more for it.
This is more than a trend. For many customers, unsustainable packaging is a deal-breaker. They’ll switch brands if your packaging doesn’t align with their values.
Sustainability doesn’t mean sacrificing premium feel. Many of our clients worry about that balance: “We don’t want to look cheap just because we’re using recyclable materials.” But with smart design, eco-friendly can feel more premium, because it signals responsibility, innovation and future-focused thinking.
Here’s where psychology gets practical. Subtle participatory touches can spark emotional connection.
The unboxing moment is yours to own. It’s the ecommerce physical interaction with your brand, your first handshake, your viral marketing, your sustainability statement, all rolled into one. Ignore it and you risk forgettable touches. Nail it and you spark loyalty, shares and meaningful differentiation.
For our clients, packaging isn’t just practical. It should feel like an extension of your brand, not a generic afterthought. We work with premium, custom-branded materials to protect your product and elevate the unboxing experience, making every customer touchpoint as considered as your marketing strategy.
Ultimately, we help ecommerce brands turn that pivotal unboxing moment into a strategic powerhouse for emotional engagement, loyalty and social buzz.
Unboxing is an emotional experience, a sensory encounter and a brand statement. In a digital-first world, the box is the physical moment that seals the deal. Make it count. Make it memorable. If you’re ready to reimagine your customers’ unboxing journey, we can help you create that unforgettable first (and lasting) impression.