In the world of online shopping and ubiquitous social media, unboxing, i.e. the moment of opening a package with a product, has grown to become an important marketing element. For customers, it’s not just a moment of excitement, but often an entire ritual that is watched by thousands of people. For brands, it’s an opportunity to make a strong first impression and build an emotional connection with the recipient. In this article, we explain what unboxing is, why it has become so popular, and how it affects brand perception and online sales.
What is unboxing and why does it matter?
Unboxing is nothing more than the process of unpacking a product – but in practice, it is the moment when the customer comes into contact with the brand “live”, in the physical world. Although the product may have been seen online before, it is the opening of the package that allows the customer to assess its actual appearance, quality, and presentation.
For consumers, it is a moment of excitement and satisfaction. For companies, it is the last chance to make a good first impression before the customer starts using the product. That is why the design of the packaging, its contents, layout, and details are so important for the overall experience.
Unboxing in online sales – the moment of truth
When shopping online, customers cannot touch, smell or see the product in person before purchasing it. The entire process is based on trust – in photos, descriptions and reviews. This is why unboxing is such an important point of contact – it allows customers to confirm (or deny) what was promised in the marketing message.
It is also a moment when you can surprise them with the quality of the product. Luxury rigid boxes, carefully selected colors, soft interiors, and premium accessories say more to the customer than a thousand words – “you are important to us, we care about your experience.”
What creates the ‘wow’ effect? – details that make a difference
It is the details that make unboxing an experience. It is not just about aesthetics, but also about the surprise, comfort, and emotions that accompany the entire process. What should you pay attention to?
- High-quality packaging materials – such as luxurious rigid boxes with magnetic closures,
- consistent colors and brand visual identity,
- personalized touches – e.g., a card with the customer’s name, a handwritten thank you note,
- well-thought-out layout in the box – the product on top, properly displayed,
- additional elements – e.g., samples, coupons, instructions in an aesthetic form.
The customer feels appreciated, and the entire process becomes more than just receiving a package – it becomes a brand experience.
How does unboxing affect brand perception?
The way a product is presented influences not only the customer’s emotions, but also their assessment of the quality, professionalism, and authenticity of the brand. A carefully designed unboxing experience can make even a mid-range product be perceived as premium – and vice versa: poor packaging can ruin the impression even of a great product.
Unboxing is also a form of brand value communication – aesthetics, style, environmental awareness (e.g., biodegradable fillers) and storytelling inside the packaging become the brand’s language in the physical world.
Unboxing and social media – building reach and community
Unboxing has long been a favorite format for influencers, bloggers, and users of TikTok, YouTube, and Instagram. Videos of unboxing products reach millions of views, and good packaging becomes a marketing hit – without the need for paid advertising.
Thanks to aesthetic and surprising packaging, customers want to share their experience, which translates into free promotion, recommendations, and organic reach. For many brands, unboxing has therefore become a key part of their content strategy.
Presentation is not a detail – it’s a strategy
At a time when we are ordering more and more products without physical contact with the brand, unboxing is becoming the most important moment of truth. This is when the customer feels whether it was worth trusting the brand, whether it cares about details and whether they want to return to it.
Luxury rigid boxes, personalization, emotions, and a well-thought-out layout – all of this builds not only the first impression but also a long-term relationship with the brand. That is why product presentation is not an add-on. It is an integral part of sales, experience, and reputation.