Packaging is often the first thing customers notice about your product, and it can make a lasting impression. It’s more than just a container — it tells a story about your brand’s personality, suggests the quality of your product, and sets the tone for the customer’s experience. In today’s social media world, unboxing has become a shareable moment. Creative packaging videos on TikTok, Instagram, and YouTube get millions of views, turning ordinary shipments into viral marketing opportunities. When done well, an unboxing experience can bring joy, build customer loyalty, and encourage repeat business.
Here are eight proven ways to create an unboxing experience that feels special, gets shared on social media, and builds your brand.
When your customers only interact with your brand via digital channels, like your social media profiles or your website, the only tangible moment they have with you is the “unboxing” experience. This interaction is so critical, that everything from your retail packaging to the box or envelope you ship their order in should carry some aspect of your identity to ensure they have a brand experience instead of just another trip to the mail box. To do this, you could include simple things like your brand colors and/or logo on the outside of your shipping materials — either through a custom printed box or envelope or stickers.
Think about your brand personality and the nature of the product. How can your packaging materials reflect these attributes? For example, an organic product may shine when packaged with organic materials and recycled paper as a filler, whereas a luxury item may work best with a soft-touch box and high-quality fabric like velvet on the inside to hold the products. Likewise, a tech product could be complemented by a glossy box and exact-cut foam to protect the contents.
Use your packaging to emulate the experience customers can anticipate when using your product. Above all, it’s important your package arrives undamaged, so if your packaging is flimsy, use a shipping box in addition to the custom one.
Your packaging can be a bridge between the physical and digital brand experience. Ever since their rise to popularity and commonplace use, QR codes are an easy way to extend engagement beyond delivery. With a well-placed code, you could link to:
This approach turns the excitement of unboxing into an opportunity for continued interaction and brand discovery.
Few things get customers excited quite like getting something unexpected with their order. Add a free sample of another product — either from your own line or from a complementary, non-competing brand. This creates a win-win: your customer gets more value, and you introduce them to other products they might love. If you’re collaborating with another brand or establishing a partnership, swap samples with them to cross-promote each other’s products.
If you’re ready to upgrade your packaging, but you have a strict budget, stickers are inexpensive but highly shareable options that can evoke just as much excitement as a fully-branded box. Additionally, you could include a branded sticker or two inside each order, giving customers the chance to decorate their personal goods — and carry your brand with them.
Custom tape is another small detail with a big impact. It not only secures your packaging but also reinforces brand recognition and can promote a new product launch or seasonal sale.
Sustainable packaging isn’t just a trend — it’s an expectation for many customers. Using eco-friendly materials signals that your brand values the planet as much as it values its customers. Consider using packaging made from recycled cardboard or compostable materials, and fillers that are biodegradable or made from seed paper (bonus if you’re a outdoor brand with customers already interested in gardening!). If you reuse materials, ensure they still pass a drop test to protect your product.
A handwritten postcard transforms a transaction into a relationship. Address the customer by name, thank them sincerely, and sign off personally. For first-time buyers, acknowledge their trust in trying your brand. For returning customers, express appreciation for their loyalty. This can work wonders because in a world of automated emails and mass production, a personal touch stands out as genuine.
If you have the opportunity to include a handwritten note with your customers’ orders, then you also have the opportunity to turn them into repeat customers with one extra step: a coupon. In this instance, you have a couple options; while a simple “X% or $X off your next purchase,” you could also offer a freebie with their next order.
For example, a skincare or beauty brand could offer a free mini version of the product their customer purchased with their first order when they place their second order. This way, you customize the experience to your customer’s interests (i.e., a product they’ve already purchased), and encourage brand loyalty with just a small piece of print marketing in their package.
The unboxing of a product may be a fleeting experience, but it may be the only tangible opportunity your customers get to create a lasting memory with your brand. Unique packaging will help you stand out, increase brand recognition, and even earn your brand shares on social media. When you’re ready to explore what small touches you could add to your packaging to maximize your impact, reach out to the PostNet near you to get started!
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