How Unboxing Culture Is Affecting Packaging Design
Times change, and so does technology and trends. For a longstanding sector like the packaging industry, sudden changes in buyer behavior require flexibility and a lightning-quick response.
One seemingly inexplicable trend that has required such an about-turn, is unboxing culture.
For those unfamiliar with the term, unboxing culture is a trend driven by influencer marketing, particularly on video-enabled channels like YouTube, Twitter, and Instagram. In unboxing videos, an influencer will quite literally “unbox” a product on video, taking their time to describe each step to their audience, including scrutinizing the packaging itself.
These “influencers” have a lot of clout over the young consumer market and can heavily influence their purchasing decisions. Marketers have been quick to recognize the power of these influencers and have developed clever strategies for placing their products in front of consumers.
As a result, we’ve seen a push in more ornate, eye-catching packaging designs that appeal to the aspirational nature of influencer marketing videos and their audience of millions.
It’s a lucrative business. According to Forbes, influencer marketing conversion rates (2.7%) are 5 times higher than traditional YouTube ads (0.5%). One classic unboxing video of a Disney-themed product being unwrapped was viewed more than 35 million times. Business Insider reports that brands are set to spend up to $15 billion on influencer marketing in the next two years.
Unboxing videos can be created for any product, from clothing and makeup to mobile phones and toys. Since 2010, the number of YouTube clips featuring the term “unboxing” has increased by 871%.
Thanks to the unboxing phenomenon, an exciting unwrapping experience has become an important part of packaging design. Not only does the design need to be appealing, but tangible aspects such as touch and sound must also be considered. The entire packaging user journey needs to unforgettable. Consumers are looking for beautiful, unique designs, surprising sensory elements, and uplifting, aspirational content. This has led manufacturers to rethink elements such as packing materials, instruction inserts and even the quality of plastic used.
The packaging itself now serves a higher purpose. Makeup and perfume packaging can be kept for display purposes, while other types of packaging can be reused and repurposed and even planted. This helps fight the scourge of packaging waste in landfills and oceans.
For many packaging companies, redesigning packaging to meet current trends means going back to the drawing board, which is not necessarily a bad thing. Study your consumer, their habits and values, and their user journey. This might mean watching some unboxing videos yourself. You might be surprised to find that your market’s values around sustainability tie in with your own, allowing you to take the steps necessary to not only lower your carbon footprint but also set yourself apart as a leader.
The ultimate goal is to take one step closer to your customer, which is the result we’re all striving for at the end of the day.
If you’re looking for suppliers of out-the-box packaging that meets your customers’ needs, sign up to the OPN Platform today. Our basic plan is free forever.
