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In an increasingly competitive market, the customer experience is no longer limited to the product itself. Every stage of the journey matters, and the moment of opening a package is one of the most significant touchpoints in this interaction.
More than a simple action, the so-called unboxing experience evokes emotions, creates expectations, and directly influences how a brand is perceived and remembered.
But after all, why is this experience so engaging?
Anticipation that creates connection
Even before contact with the product, there is an essential element: expectation. The act of opening a box sparks curiosity, builds anticipation, and turns delivery into a moment of discovery.
Every detail contributes to this perception — from the visual presentation to the way the product is arranged. When thoughtfully designed, the opening experience adds value and makes interactions with the brand more memorable.
For companies, this represents a strategic opportunity to create a connection from the very first physical interaction with the customer, strengthening perceptions of quality and attention to detail.
Sensory experience
Packaging goes beyond aesthetics: it is also sensory. Texture, durability, finish, and even the sound when opening directly influence perceptions of quality.
Materials such as kraft paper, recycled paper, or differentiated finishes convey naturalness and authenticity. A more organic touch, combined with a less industrial look, reinforces attributes associated with sustainability and product care.
This tactile interaction makes the experience feel closer, more memorable, and more aligned with the brand’s positioning.
Sustainability that can also be felt
The use of sustainable materials has evolved from being merely an environmental choice to becoming part of the consumer experience.
The Trend Tracker 2025 survey, developed by Two Sides, showed significant growth in preference for sustainable packaging, especially those made from paper, cardboard, and corrugated cardboard.
In Brazil, 59% of consumers consider packaging made from these materials to be the best for the environment. Additionally, paper and cardboard led in 10 out of the 15 attributes evaluated in the survey, including recyclability, biodegradability, and environmental perception.
The findings reinforce that packaging is no longer solely operational; it now represents brand values, influencing perception, experience, and purchasing decisions.
The surprise effect and product appreciation
The opening experience directly impacts indicators such as customer satisfaction, repurchase rates, and likelihood to recommend (NPS). Therefore, packaging should be viewed as a strategic asset within the customer journey.
To strengthen perceived value, some aspects make a difference:
- Choice of materials and finishes aligned with the brand’s positioning;
- Internal organization that facilitates opening and enhances product presentation;
- Visual consistency to reinforce identity and recognition;
- Balance between protection, experience, and logistical efficiency.
When well designed, packaging stops being merely operational and becomes a competitive differentiator.
Far beyond packaging
In a scenario where every detail influences purchasing decisions, investing in solutions that combine functionality, sustainability, and sensory experience is a way to generate value throughout the customer journey.
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Discover Trombini’s solutions for different market segments and needs.
References:
Unboxing Experience: how to delight customers and create value
Consumers prefer sustainable packaging in online and in-store purchases | Love Paper Brasil