The "Unboxing" Culture - How People Judge Your Brand by the Box

Posted on 9/16/2025

In a world where consumers film everything from morning routines to their latest haul, the moment a product is unboxed has become a key part of the customer journey. YouTube noted that in just ten months of 2023, videos with “unboxing” in the title racked up more than 25 billion views. People aren’t just buying products; they’re buying experiences worth sharing.

Packaging Is the First Interaction

Before anyone sees your product, they pick up your box. Industry research points out that packaging is a consumer’s first interaction with a product, and if it’s frustrating to open it can sour the entire experience. For companies that care about repeat business, a beautifully designed, easy‑to‑open box is no longer optional, it’s a competitive necessity.

Why Unboxing Influences Purchasing

Packaging isn’t simply a protective shell. In a 2018 survey, 72 % of American consumers said the design of a product’s packaging directly influenced their purchase decisions. When you pair that with the fact that unboxing videos are the fourth most influential content type people consult when making buying decisions, it becomes clear that packaging has become part of your marketing.

What Makes a Package “Unboxable”?

Think of an “unboxable” design as something people can’t wait to show off. Custom shapes, bold colours and thoughtful inserts elevate perceived value and encourage curiosity. Functional touches—like easy‑open tabs or compartments—make the process satisfying. High‑quality materials convey heft and care, creating that “premium” feel. When done right, your box tells your brand story before the product itself is revealed.

The Psychology of Presentation

Humans love novelty and reward. A tactile, artful package taps into that pleasure loop. Research shows that 62 % of viewers watching unboxing videos are doing it while researching a product. Unboxing gives consumers a chance to vicariously experience your brand, and if what they see looks beautiful and well thought out, they subconsciously project that quality onto the product inside.

Leveraging User‑Generated Content

User‑generated content isn’t hype; it’s modern word‑of‑mouth. Statistics show that unboxing videos are among the most influential social‑media content types. When your packaging is camera‑ready, delighted customers create free advertising by posting unboxing clips on their social feeds. Each share broadens your reach and builds authenticity because it’s a real person endorsing your brand.

Staying Ahead in a Brown‑Box World

Many companies still ship products in plain cardboard. That’s an opportunity. Unique, branded packaging helps customers pick your product out of a stack and reinforces recognition over time. It also has practical advantages; frustration‑free packaging reduces returns and protects stock. Investing in good design isn’t just about aesthetics; it’s about retention and long‑term cost savings.

Make Every Delivery a Memorable Moment

BXD specialises in transforming ordinary packaging into memorable experiences. We design custom product packaging and shipping boxes that reflect your brand’s identity, build anticipation and encourage sharing. In an age when millions tune in to see others open boxes, it’s time to make yours truly unboxable.