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Seizing the opportunity to create unboxing magic

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13 Mins.

The past decade of e-commerce has seen product packaging transformed into a core part of business strategy – creating a billion “unboxing moments” along the way. So, how can every industry take full advantage of the power of impactful packaging design and its ability to foster lasting, valuable customer connections that raise both margins and revenue?

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In an era when digital propositions dominate retail innovation, one of the most surprising frontiers in customer engagement is strikingly analog. It is the moment when a customer starts to unpack a newly arrived online purchase – when the customer slides open a card sleeve, undoes a ribbon, lifts a lid, folds back tissue paper, unseals a product from its meticulously crafted carrier. The unboxing moment. 

Once a marginal detail of order fulfillment designed to protect an item in transit, product packaging has become one of the most influential customer touchpoints in shaping the perception and affinity of brands. There is evidence, too, that companies that invest well in packaging see significant bottom- and top-line benefits. Think reduced product returns, more repeat purchases, and customers happy to pay higher fees – as product and packaging are presented as a unified, consistent experience.

Ever since Apple set the gold standard back in 2007 with the launch of the iPhone and its famously patented packaging, a fast-growing number of consumer brands have made packaging a fundamental part of their product strategy. Appreciating it as a powerful lever in customer engagement, they have sought to tap into the theater of unboxing and its well-documented psychological triggers of suspense, emotion, and delight. In the process – largely thanks to social media – they have created customers who are self-appointed ambassadors and reviewers of both their product and the unboxing moment that complements it. 

It’s what brands want to achieve: for the customer to start to fall in love with a product even before they’ve handled it.

Florian Wemhoff
Team Lead Fullservice, Gmund Paper

Such physical strategies are most commonly rooted in the use of natural materials such as paper, cardboard, and cloth. Not only are such materials ideal for creating pleasingly visual and tactile encounters, but they also embody many consumers’ concerns about sustainability. Increasingly they also involve fusing the analog unpacking experience with digital elements – so-called phygital strategies – that can augment, enhance, and extend the unboxing experience while encouraging purchasers to share the useful data.

“Packaging is now more important because of the growth of e-commerce, not despite it,” says Florian Wemhoff, Team Lead Fullservice at Gmund Paper, a manufacturer of high-quality papers. “When a consumer chooses a product on a screen, its digital image is essentially two-dimensional. They don’t feel it, sense it, touch it like they would when buying from a store. So, when their online order arrives, the packaging is their first physical connection with that product. And if that packaging involves handling different layers of beautiful paper packaging, with its different textures, it triggers highly positive emotions of anticipation, excitement, and positivity toward the brand.”

He continues, “That’s why the unboxing moment has become so important – the packaging gives the customer the strong feeling they absolutely did the right thing in ordering the product. It’s what brands want to achieve: for the customer to start to fall in love with a product even before they’ve handled it.”

But not all consumer-facing industries fully appreciate the potential. In the view of management consultants McKinsey, packaging approaches are “an underrated performance and value driver.”1

Social media is awash in unboxing examples – although some consumer sectors have embraced the opportunity much more effectively than others. To bring the stakes into focus, just take three standout examples that use different aspects of packaging designs to elicit the desired “wow” reaction.

Leica: the staged reveal

In 2024, Leica Camera introduced its award-winning Home of Leica Cameras packaging. A collaboration with paper specialist Gmund Paper, the multi-layered packaging with its modern, uncluttered design seeks to reflect the elegant lines and premium, durable materials of Leica cameras. 

Within sustainable outer packaging that unfolds like origami, the purchaser finds an elaborate matte-black cardboard box embossed with fine dots and wrapped in a subtly branded white paper sleeve. The main box is precision engineered to deliver an iPhone-like controlled-friction opening that actively raises anticipation by delaying “the reveal” before the camera emerges like an elevated trophy – with accessories tucked neatly out of sight. A welcome card, hand-signed by a quality inspector, reinforces the sense of joining an exclusive club. To emphasize the phygital experience on offer, the packaging is stamped with “Made for iPhone/iPad,” encouraging user account activation and extending the welcome experience.7

Neobanks: conveying value with a touch of élan

At the high end of the credit card market, issuers such as American Express, J.P. Morgan, NatWest, and Santander have long known the power of packaging when it comes to delivering gold, platinum, and black cards. However, for most payment card issuers – who compete mostly on features, rewards, and core trust in their brand – the traditional mass-market approach of gluing a card to a welcome/renewal letter only goes so far in earning the much-coveted “top-of-wallet position” for their card. 

That is something that neobanks and fintechs – N26, Revolut, KOHO, Monzo, Starling, and others – have sought to remedy. Almost since launch, they have delivered cards in high-quality, impactful packaging – at scale – while often segmenting those approaches.

With metal cards in particular, challenger banks are applying that “potential to wow” by delivering a subtly branded boxed package and a layered opening sequence. They typically make use of richly colored, high-quality stock paper to visually and tactilely signal premium class, and employ novel card-reveal mechanisms such as pull-to-open tabs that slide the card into view. The general reaction from unboxers: the metal card emerges more like a gift than a functional financial services product; as a result, the card is perceived as a highly valued addition to their financial lives.8

SURI: phygital attraction

Sleek, modular packaging and a strong sustainability ethos has helped SURI elevate the humble toothbrush into a cult object among Gen Z consumers. The purchaser unzips a branded brown-cardboard shipping box to reveal a smooth banded container with text that encourages phygital engagement from the start. That links to the sustainability story behind the development of the toothbrush and encourages new users to join the half million SURI subscribers who feel they have made the right purchasing decision. 

Inside a delayed-release box, beneath a welcome letter and business philosophy information, the product sits in a recharging and sterilization case, with all accessories on a separate layer in different mini-compartments that prolong the unboxing experience. Throughout, there are pointers to the use of sustainable materials and the benefits of digital engagement.9

Person standing by a café window while looking at a smartphone held in their hand

Why unboxing moments matter

Such thinking is reinforced by some notable data – data that shows the subtle psychology at work during the unboxing experience:

  • There were an estimated 27 billion views of videos with “unboxing” in the title on YouTube in 2023, a signal that consumers not only want to share the drama of revealing new products, but also want to revel in others’ doing so.2 And that’s a viewing trend that has surged even further with the rising popularity of TikTok, Instagram, and Facebook Reels.
  • Watching unboxing videos is not just curiosity – for the majority of people, it’s an intrinsic part of a buying journey. According to Google Consumer Surveys, 62% of people who view unboxing videos do so when considering the ownership of a specific product.3
  • A 2024 study by Ryder Logistics found that investing in premium packaging drives repeat business: 41% of the 1,300 US online shoppers it questioned said a great unboxing experience made them want to purchase from the brand again – a figure that rises to 60% for under-30-year-olds. The same survey highlighted how attractive packaging incentivizes social media sharing, with 42% saying that visually appealing or gift-like packaging was the most important element in encouraging them to post photos or video showcasing a package unboxing.4
  • Unboxing is a customer touchpoint that can cement positive sentiment about a brand. According to an annual survey by Macfarlane Packaging, 61% of consumers say they are more excited to open a parcel if the packaging is visibly branded.5 The survey also reveals that over 25% of respondents say they would not buy from a retailer whose packaging was not sustainable.
  • Research shows consumers often interpret high-end packaging as a signal of a premium product and brand – and in many cases expect to pay more for that privilege. In an unboxing study by the University of Wisconsin, participants perceived goods packaged in a premium way as 45% more valuable than those packaged in a standard way (in terms of the retail price they would expect to pay).6

These are not vanity metrics. They point to a more fundamental truth: in marketplaces crowded by functionally similar products – from sneakers and chinos to electric toothbrushes and payment cards – packaging and presentation are important levers for creating impactful and lasting differentiation.

The desire for analog touchpoints is gaining momentum. Unboxing gives marketing leaders a canvas for transforming both their product and their brand.

Florian Wemhoff
Team Lead Fullservice, Gmund Paper

The power of physical × digital

The impact behind packaging strategies is what many of Gmund Paper’s customers are after, says Wemhoff: “In the past 15 years, ‘digitalization’ has been the single biggest buzzword in marketing – and that’s perfectly understandable.

“But now the desire for analog touchpoints is gaining momentum, and the multi-sensory moment of unboxing resonates very well with our customers when they are talking about packaging,” he argues. “They know it gives them a canvas on which they can transform not only their product, but also their brand.” 

What best-practice examples also share is a subtle blending of the physical and digital, with the physical packaging becoming a stage for digital augmentation. There’s a clear logic to that.

In many industries, from financial services to retail, the number of customer touchpoints has been reduced – often dramatically. By embedding digital triggers – QR codes, NFC chips, augmented-reality overlays, activation prompts – into the physical packaging, companies can blend the sensory impact of tactile design with the dynamic possibilities of digital content. 

QR codes, in particular, can be used to activate a service or register a warranty, share details of a product’s origin story, upsell complementary products, add loyalty rewards, or affirm the customer’s choice with aspirational content. 

Why is that phygital fusion so powerful?

  • Memory anchoring: physical interactions leave stronger memory imprints. The act of peeling a seal, unfolding layers, or revealing a hidden flap creates a mini-ritual.
  • Emotional engagement: a surprising mechanism or interactive layer adds intrigue, converting a standard act into a brand moment.
  • Seamless activation: digital triggers embedded in packaging can accelerate onboarding – scanning a code inside the box might deliver a personalized welcome greeting, activate an account, or open a mobile app workflow.
  • Data capture and analytics: the digital elements of the unboxing journey also provide a critical opportunity for data capture, with the unboxing interaction making it more akin to joining an exclusive club than registering a warranty or loyalty program.
  • Social amplification: memorable unboxing experiences can be linked to the opportunity to share – on Instagram, TikTok, YouTube, and Facebook – extending a brand’s visibility and reach at zero media cost.

The result: the customer’s first impression is interactive, layered, and memorable.

Customer-centric packaging experiences

To build unboxing moments that resonate widely, companies can think in terms of archetypes that are aligned to different parts of their audiences. Here are four models tailored to create impact with different segments:

Premium experiences
Prestige customers expect packaging to reflect the elevated service they often enjoy. The packaging should feel refined: thick rigid cartons, inventive closure mechanisms, smooth-touch coatings, metallic printing, and perhaps a certificate of ownership or a personalized welcome letter. Inside, the item might sit in a custom cradle or sliding tray. The ritual is most effective if it feels exclusive and curated, reinforcing the exclusivity of the product itself.

Lifestyle experiences
Younger, design-forward segments tend to respond best to boldness, trendiness, coherence, and humor. Packaging here can echo their lifestyle – using stronger color palettes, geometric folds, modular inserts, and more sophisticated digital tie-ins. In addition, the inner graphic design might shift based on further user segmentation (frequent travelers, music lovers, gamers, etc.), to deliver a packaging experience that feels tailor-made.

Sustainability experiences
Sustainability and packaging are now inseparable. Consumers increasingly withhold loyalty from brands that fail environmental expectations. In packaging, this translates into recyclable or compostable materials, minimal adhesives, natural inks, zero-bleach paper, messaging transparency, and more. To reinforce the point, brands can embed digital prompts, such as QR-based infographics, that explain how the packaging was made and what to do with each component post-unboxing.

Inclusive experiences
By default, all packaging for goods targeting broad markets should be usable and welcoming – including for elderly or visually impaired customers. However, there is an opportunity to package specifically for those types of audiences and, in the process, strengthen brand loyalty. Such accessibility designs can employ large, clear graphics and typography; easy-open tear strips for customers with limited dexterity; Braille and other tactile elements that aid visually impaired customers; intuitive or multilingual instructions; and optional digital audio guidance (e.g., a QR to a welcome video with voiceover).

Thoughtful inclusivity not only reduces friction but sends a subtle but powerful brand message: all of our customers matter. Moreover, these archetypes needn’t be mutually exclusive. Companies can hybridize them, applying premium finishes and sustainability together, or inclusive design features in a stylish layout. The goal is coherence and alignment to your customers’ personas – and a consistency and continuity between the physical and digital elements. 

Unboxing magic: the opportunity for payment card issuers

Although the phenomenon is almost two decades old, the magic of unboxing is not evenly spread across industries.

Banks and other payment card issuers, in particular, have been cautious about applying sophisticated packaging design at scale, reserving it for their wealthiest customers. Some of their concerns: the security of bank-branded mailings, the need to maintain a profile that is serious-minded and trustworthy, and the cost associated with packaging when serving a mass-market audience. But the market dynamics are moving on fast.

For many consumers, the act of opening a payment card in the mail is one of the few remaining points of physical contact with their financial services provider. So, for issuers, card delivery becomes an opportunity to make that moment count. 

If that moment falls flat due to standard and utilitarian materials – a cheap paper envelope, a flimsy wrapper, lack of narrative, missed expectations on accessibility, or a weak sustainability story – it may fail to create the positive association. On the other hand, if the packaging design is elegant, artfully structured, branded, and appropriately targeted, it can instill a spark of delight, affirm the customer’s product choice, and even create an urge to share their impressions – either on social media or more generally with family and friends.

In a crowded market where credit, debit, and prepaid options proliferate, the card that feels premium, differentiated, or emotionally resonant as a result of its packaging stands a better chance of being the default card the consumer reaches for. At the same time, a highly positive unboxing experience can also drive activation, frequency of usage, and retention. 

Smiling businessman in a suit opening a premium gift box while sitting at his desk

One-stop shop for card issuance

G+D is one of the few global manufacturers of payment cards that can offer end-to-end support across design, production, packaging, personalization, and logistics, making it a strong partner for banks and card issuers seeking to elevate the success of their card with great unboxing experiences. 

Its range of paytech solutions is designed to enable card providers – both new and long-established – to deliver on that opportunity, from managed card issuance to integrated packaging services, all crafted to enhance the customer welcome/unboxing experience. 

Those options extend to the following:

  • Packaging fulfillment options: card letter, presenter, package, and booklet, with sustainability options for using recycled and non-bleached paper and natural inks.
  • Key visual/tactile elements that make packaging stand out, including silkscreen and metallic printing with hot foil, spot UV, blind embossed, shimmer, and watermarks.
  • Card materials that reflect customers’ lifestyle and status, including cards made with metal, recycled or biodegradable plastic, wood, or leather.
  • An integrated phygital experience – card activation and experience enhancement through QR codes, apps, and other digital tie-ins.
  • Card design services, which allow customers to co-design their card’s appearance, creating an emotional tie with the card even before the unboxing moment. 

In short, the proposition is a one-stop shop that can orchestrate card design, packaging design, finishing, fulfillment, and digital activation in a seamless flow.

And while G+D is known for leading with digital innovation to create seamless, scalable experiences, it recognizes that the physical world remains essential for trust, engagement, and emotional connection. It’s a strategy that harmonizes digital with sustainable, meaningful physical touchpoints.

The experience of companies in multiple industries clearly demonstrates the positive impact of applying packaging design and the unboxing experience, as well as allowing for a high degree of personalization/customization for different customers. Research into elevated packaging initiatives points to highly positive outcomes, including increases in sales, lower return rates, a jump in social media shares, better customer retention, and repeat purchases.

When meal-box subscription company HelloFresh redesigned its packaging to improve the unboxing experience, it saw a 20% increase in social media shares, an 8% rise in retention, and a 15% jump in sales, according to market research agency Kadence.10

And after cosmetics e-commerce retailer Beauty Bay progressively enhanced its unboxing experience by raising spend on packaging by 47% over five years, it saw customers’ repeat purchase rates rise to 78% (from 70%), product returns drop to 7% (from 9%), and social shares more than double to 250,000 (from 120,000), Kadence observed.

Encouraging a customer to dwell on the unpacking moment also presents the opportunity to raise spend with cross-selling. Welcome-letter inserts or onboarding booklets can embed promotional offers for adjacent services – product upgrades, reward tiers, partner discounts, and insurances – at a moment of high emotional engagement.

As McKinsey highlights, this is an area that companies ignore at their peril: “Packaging decisions enable margin and revenue gains.”11

Packaging as competitive edge

With payment cards, the math can quickly stack up. If a superior welcome journey drives more card activation, more frequent usage, and higher customer retention, it can justify the incremental packaging cost-per-order.

“All kinds of products are now being packaged beautifully. Everyone wants to create an impactful unboxing moment,” says Gmund Paper’s Wemhoff. “And why wouldn’t they; it just works. I’ve really never heard anything else in feedback from customers.”

Mainstream financial services providers are waking up to the competitive edge delivered by such packaging design and great unboxing moments. When executed with design intelligence, digital triggers, and material care, packaging becomes much more than protection – it becomes narrative, conversion tool, and brand amplifier. For card issuers seeking to make their product the default in customers’ wallets, this is increasingly looking like low-hanging fruit.

0billion

views of videos with “unboxing” in the title on YouTube in 2023.

0%

of US online shoppers say a great unboxing experience made them want to purchase from the brand again.

0%

of consumers view a product in premium packaging as more valuable and so expect to pay for that privilege.

Key takeaways

  • Packaging design and the creation of great unboxing moments have become a central part of many successful e-commerce product strategies.
  • Packaging is playing an increasingly important role in cementing customer loyalty and brand perception, but it can also help to deliver higher margins and increased revenues.
  • For card issuers, the packaging revolution presents a largely untapped opportunity to deliver measurable results on card activation, usage, and retention by carefully targeting different customer segments with impactful unboxing experiences.

  1. Packaging: The underrated performance and value driver, McKinsey & Company, 2025

  2. Extrapolation based on YouTube Official Blog, YouTube, 2023

  3. The Magic Behind Unboxing on YouTube, Think with Google, 2014 (PDF)

  4. E-commerce Consumer Study, Ryder Logistics, 2024

  5. The Unboxing Survey 2022, Macfarlane Packaging, 2022

  6. How You Package Can Impact Product Value, Pregis/University of Wisconsin, 2018

  7. Leica Camera: Winner Gmund Award 2024 // Category Packaging, Gmund Paper, 2024

  8. Unboxing the N26 metal card, N26, 2025

  9. SURI: An Expensive Electric Toothbrush That Doesn’t Cost the Earth, SwitchedOnNetwork, 2025

  10. The Role of Packaging in Crafting the Perfect Unboxing Moment, Kadence, 2024

  11. Packaging: The underrated performance and value driver, McKinsey & Company, 2025

Published: 27/01/2026

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