Unboxing Experience: How to Make It Memorable and Shareable
With e-commerce and DTC brands so aggressively competing in today’s market, your product is just half the narrative. The other half? Your customer’s experience when they open it.
The unboxing experience is usually underrated. But in fact, it’s a strong brand touchpoint. Done well, it can shock, thrill, and build lasting loyalty. Think about it—your product can be amazing, but if it is wrapped in a ho-hum, generic package with no passion or creativity, that first impression is lost.
In an age where shoppers love to post their experience on the web, packaging is not just a box anymore—it’s your marketing strategy.
The Unboxing Culture Develops
The “unboxing” phenomenon went crazy with the advent of social sites such as YouTube, Instagram, and TikTok. Millions of individuals view these videos to live vicariously through the thrill of opening something new-even when it’s not them buying it.
Here’s why unboxing content matters:
- Unboxing videos generate millions of views
- They serve as authentic reviews
- People trust real customer experiences
- It’s a form of user-generated content (UGC)
Brands that prioritize this experience tap into free marketing, higher visibility, and stronger customer engagement.
The Psychology Behind Unboxing
Why do people love unboxing so much?
It comes down to psychology. Unboxing a package creates emotional reactions such as anticipation, curiosity, reward, and satisfaction. This is the same dopamine rush we experience when we open a gift, even a gift we gave ourselves.
Research reveals that delightful sensory experiences while unboxing:
- Enhances brand recall
- Increases customer satisfaction
- Increases willingness to share
- Strengthens repeat buying behavior
Branding Through Packaging: More Than Just a Box
Your packaging is the silent ambassador of your brand. It tells the world before your customer even lays their hands on the product within.
Your label, box, tissue paper, and thank-you note—they all convey:
- Your values (eco-friendliness, creativity, luxury, etc.)
- Your tone (playful, elegant, minimalistic, quirky)
- Your standards of quality
For instance, luxury brands have textured, rigid packaging with gold foil embossing, while environment-friendly brands have kraft paper, minimal prints, and recyclable materials. Both are packaging, but the message is entirely different.
The Most Important Aspects of an Unforgettable Unboxing Experience
Designing an unforgettable unboxing experience is not all about design. It’s about strategy, emotion, and branding. This is what you’ll need:
a. Great Packaging Design That’s Visually Appealing
Your packaging must be an extension of your brand identity.
Suggestions:
- Maintain uniform brand colors and font
- Include your logo and tagline
- Look into inside-printing for a stacked reveal
- Clutter-free design looks premium
The outside box has to grab attention, but the inside reveal creates excitement.
b. Personalization & Human Touch
A handwritten signature or a customer’s name on the card provides a human touch that can’t be done by machines. Personalization indicates that you’re empathetic and not just another faceless organization.
You can have:
- A note of appreciation
- Their name or address
- Restrictions based on their buy
- A note from the founder/team
Even putting “You made our day. We hope this makes yours!” to print can lift the whole experience.
c. Surprise & Delight Factor
Little surprises can make a big difference. Humans enjoy receiving more than they bargained for.
Ideas:
- Samples of a different product
- Future purchase coupons
- Stickers or branded treats
- Seasonal holiday limited-edition packaging
Introducing an element of surprise can activate word-of-mouth and real enthusiasm.
d. Sustainable & Thoughtful Materials
Today’s consumers are very concerned about the world. They’re more willing to support environmentally friendly companies.
Make your packaging:
- Recyclable or compostable
- Plastic-free or constructed from recycled material
- Reusable (e.g., a box that can be used as storage)
Further, inform your customers: include a note stating “This mailer is 100% biodegradable” or “We save 5000 lbs of plastic per year.”
e. Functional & Protective Design
A wonderful unboxing experience must never take a toll on safety. Ensure your packaging is:
- Safe (padding, dividers, seals)
- Easy to open (no need for scissors!)
- Well-organized (every part is put in its place)
Function must never take a backseat to form.
The Role of Unboxing in Social Media & Viral Marketing
Let’s be honest—people love to share cool things. If your packaging looks amazing, they’ll take a photo of it. If it’s smart or emotive, they’ll share it. If it’s premium, they’ll tag you.
Social sharing can be encouraged by:
- Including branded hashtags (#unboxme, #XYZexperience)
- Asking users to tag you
- Operating giveaways for best unboxing photos/videos
- Printing your Instagram handle or QR code inside the box
User-generated content benefits:
- Build trust
- Drive organic reach
- Convert future customers through authentic imagery
Real-Life Examples: Companies That Get It Right
Apple
Apple’s packaging is clean, simple, and deliberately designed to create anticipation. Each flap and tray is precision-engineered. The experience mirrors the product: high-end and forward-thinking.
Glossier
The bubble wrap pouches in pink, cheeky postcards, and stickers all cry out, “Instagram me.” Glossier made their unboxing part of their design, and fans devour it.
Allbirds
They employ reusable resources, straightforward designs, and printed messages such as “Welcome to the flock.” It resonates with their green mission while remaining lovely to open.
FabFitFun
Every quarterly box is an edited experience. Seasonal graphics, packing paper, product manuals, and surprise pieces make it feel like a gift—you know, even if you purchased it yourself.
How Unboxing Affects Repeat Purchases
A memorable unboxing moment amplifies the emotional bond between customer and brand. That emotional connection makes them:
- More likely to write a review
- More likely to return for more
- More likely to tell friends about you
When customers receive that added touch of care and joy, they don’t only purchase—they become brand ambassadors.
It also minimizes return rates since well-packaged products appear higher-end and bring more faith in product quality.
How to Get Your Packaging Instagram & TikTok-Ready
To get social shares, try these pro tips:
- Utilize on-brand color palettes that pop on camera
- Add textured finishes or foil accents for visual pop
- Include interactive features (pull tabs, compartments)
- Make unboxing moments—such as a “reveal” using tissue paper
- Print a social call to action: “Tag us at @yourbrand for a chance to win!”
Don’t forget lighting and framing—customers will want to take pictures naturally if your package appears attractive to the naked eye under natural light.
Final Thoughts
In a crowded e-commerce landscape, all brands require an advantage. The unboxing experience is your opportunity to create a lasting impression, get a social media highlight, and transform customers into devoted fans.
It’s not packaging—it’s an emotion. A brand touchpoint. A moment to market.
Whether you’re a small handcrafted business or a big DTC brand, spending money on considerate packaging can make your entire customer experience—and your sales—better.
People remember products. But they never, ever remember how something made them feel.
So, get them to feel something amazing.
