Packaging matters: How the unboxing experience elevates brand perception

August 18, 2025 at 14:20 PM EDT

Have you ever received a promotional package and been just amazed by the details and personality that the packaging itself exudes? This is what it means by thrilling unboxing. You did not just receive a gift; you got an experience that the brand wanted you to feel through their commitment.

That “first touch” moment or unboxing is especially important for promotional merch and personalized promotional gifts, where the packaging often creates more emotional impact than the item’s actual cost.

Why the unboxing moment matters

More than a retail trend, unboxing is now a cultural phenomenon. As per statistics, YouTube recorded over 25 billion views of videos with “unboxing” in the title in 2023, a stark reflection of how consumers are excited and actively engage with the reveal process.

This experience is also often shaped by sustainability aspects. As much as customers favor sustainability elements in the promo items, the same is much appreciated in their packaging. Because packaging is one of the major contributors to increasing wastage.

In response to the shift in demand for sustainable packaging, even logistics giants are taking a positive stance. In 2024, Amazon removed single-use plastic from its shipments by 16% and switched to right-sized boxes and paper-based materials to meet customer expectations and reduce waste.

In addition to unboxing videos, “packing orders” videos are going viral on social media platforms, where TikTok has surpassed 9 billion views in the category. This demonstrates the depth of the packing process, becoming shareable brand content.

Best practices for packaging promotional items

So, how do you ensure that your promotional swag’s packaging meets the expectations of the recipients?

For an elevated unboxing experience, clear expression of brand values, and maximized impact of promotional merch, the following actionable strategies would help you design just the appropriate packaging. For further assurance, partner with experts in the field like Fresh Promotions for sustainable yet trendy design packaging options.

Design a guided reveal, not just a 3-dimensional box: Instead of just a container, design your packaging to reveal the product inside in a sequence: outer shipper > branded inner box > tissue wrap > product card. Each layer, say, resealable tabs, ribbons, or folds, increases the recipient’s anticipation of the gift.
Make sustainability elements obvious: It is a wise idea to reveal the eco-friendly elements on the packaging, too. You can add recycling or composting icons inside the box lid, and also print a QR code linking to disposal instructions. When it comes to recyclability, paper and single-material packaging are the best options.
Right-sizing: Oversized packaging boxes not only add to waste materials but also increase shipping costs and often frustrate customers. Amazon, for example, decided to change its packaging strategy and choose just the right-sized box that snugly fits the items, reduces filler, and safeguards against potential transit damage.
Prime for social sharing: For user-generated content, design the packaging for it. A discreet “Share your unboxing with #YourBrandUnboxed” prompt, along with well-placed logos, can encourage recipients to share their experience on social media. This would generate extensive brand exposure and also tap into the massive unboxing and packing content trend.
Choose premium-feel, eco-friendly materials: Choose textured kraft papers, uncoated boards, and matte finishes to give your packaging a premium feel that can be beautifully photographed. Since these materials are eco-friendly, they also align with sustainability expectations.
Protect finishes on promotional merchandise: If your promotional items include metal drinkware, glass awards, or printed tech gadgets, protect the finishes on them by using soft wraps or fabric sleeves. For apparel packaging, ditch the plastic polybags and pick recyclable paper bands or envelopes to add moisture barriers wherever necessary.
Personalize at scale: Digital printing makes it easy to add names, event dates, or corporate milestones to packaging sleeves without reprinting entire boxes. This minute personal touch makes personalized promotional gifts feel unique without driving up excessive costs.
Reduce “packaging anxiety”: Since you are offering sustainable packaging, it is only right to add end-of-life instructions on what to do with the materials. Simply include statements like “Box: recycle. Tissue: compost. Ribbon: reuse.” to give recipients a clear idea of packaging disposal. This will give them a sense of satisfaction and alignment with your values.

In short, the right packaging gives recipients a memorable unboxing experience. By following the above practices, you can be assured of receiving the most out of your promotional campaigns.

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Packaging matters: How the unboxing experience elevates brand perception

Why the unboxing moment matters

Best practices for packaging promotional items

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