Why the Package Means More to Customers than the Product


You have heard the saying before, I’m sure, it’s not about the destination, it’s about the journey. This same concept is easily applied to products everyday consumers are exposed to. It is approximated that on average, 95% of new products fail every year.

With direct access to clients via online advertising, it’s never been easier for a new company to compete with well-established companies in the fight for consumer attention. The strategy to succeed is no longer just about brand recognition or the number of years in the business; it’s about creating the best consumer journey.  A consumer’s decision whether to purchase one product over another is narrowed down to a few elements. This is what is known as the unboxing experience, which makes the packaging more ‘enjoyable’ than the product.

This phenomenon of the unboxing experience has quickly become a trend, with Ryan, a 6-year-old serving as proof of this new trend. Ryan, who is six years old, is worth $11 million thanks to the success of his YouTube channel, Ryan ToysReview.

The purpose of his channel? To unbox toys and give his review, which seems like a dream job at any age.

The unboxing experience, however, is not entirely new, it has just become more popular. A great testament to this is the all recognizable Tiffany & Co box. The blue box, neatly wrapped with a ribbon, is enough to send any girl’s heart racing BEFORE she even opens the box.

Businesses need to see this process as a ‘build up’ to the product. The smallest details can contribute to the consumer experience. The features can include:

  • Colour of packaging
  • Material used
  • Graphics
  • Ribbons
  • Labels
  • Surprises (i.e. unexpected friendly messages posted on packaging)

The majority of consumers make a purchase using emotions and justify with logic later. This is perhaps one of the most critical statements for every business to understand. The only way to appeal to a person’s ‘emotions’ during the buying phase, is to make an emotional connection through visuals. This can be incredibly difficult for some businesses, but it reiterates the importance of graphics and packages.

Keep an eye out for part two of this blog where we will go over the four must-have components of designing a package to make an impact.

Leave a comment