4 ways packaging intensifies the shopper’s ‘unboxing’ experience: Page 2 of 4

By Robert Lockyer in Packaging Design on November 27, 2019


2. Include inviting or witty messages

Product packaging is considered a form of marketing, starting with the exterior messages. As a vehicle for communication, many brands are using their packaging to print witty, insightful or playful messaging, ensuring that their customer opens the product with a positive mindset.

One of the most popular methods of communicative packaging is to announce the arrival of the product. Such witty typography includes “good things await you” or “you’ve been expecting me,” innovated by brands like Warby Parker (above). This method is made for unboxing videos, setting the tone for offline content and therefore the portrayal of the product.


WestPack-2020  WestPack 2020: Ideas. Education. New Partners. Feb. 11-13


Packaging decorated with slogans and phrases don’t just make an announcement, they can also present positive affirmations or tongue-in-cheek jokes—anything that will make the product stand out. This may reflect the brand’s ethos or compliment the customer, making the packaging easily shareable on social media. 

For example, Swish Beverages (below) is an American wine supplier that incorporates internet slang in its packaging, in the hopes of appealing to younger consumers. By printing phrases like “stay basic,” inspired by the insult turned satirical badge of honor commonly used by young women on the internet, the company successfully targets its audience.

NEXT: Make it personal

Robert Lockyer

At the heart of luxury packaging provider Delta Global’s worldwide enterprise is its enthusiastic and experiential founder and CEO Robert Lockyer. Working with some of the world’s most iconic brands—the likes of Tom Ford, Estee Lauder and Coach—he has a wealth of expertise and commitment to customer experience. Lockyer recognizes that the power of packaging and the theatrical edge to “unboxing” a product is an intrinsic part of marketing and branding when it comes to customer retention. An entrepreneur, Lockyer has almost three decades of experience in the packaging industry and seeks to break the mold of large corporations by thinking flexibly and actively developing exciting, brand-enhancing concepts. He is an expert in establishing a global business, leading innovation and building long-lasting relationships with high-profile brands and continues to steer the creative and connected thinking behind the growing enterprise.

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