Posted on by Elspeth Devine

close up of a high-end eye cream using luxury packaging


Packaging is an integral part of the customer experience, so getting the details right can make all the difference.

Today, we give you our top tips on how to create the ultimate unboxing journey

1) Sound

It may come as a surprise, but sound is crucial in the packaging experience. Officially known as multisensory packaging, the sound of packaging activates multiple areas in the brain. Studies have linked sound to improved health and mental well-being, because positive sounds make people feel more relaxed, happy, and reassured. 

If you want to incorporate sound into your packaging, think about your brand experience. Do you want a brand identity that’s soft, warm, and soothing? Or is your brand edgy, cool, or sharp? All these things can be conveyed through the different sounds that various materials make.

2) Weight

B2C customer relationships begin with the unboxing experience, so weight can convey multiple important brand messages. Ideally, the weight of the packaging should be in perfect balance with the product. Even luxury jewellery boxes don’t have to be heavy.

When choosing the packaging weight, consider the expectations of the customer. A little market research can go a long way. Based on our client feedback, customers prefer lighter, more sustainable options, such as cardboard filler. 

3) Colour Contrast

Colour is a powerful psychological mechanism that becomes the voice of the brand. Marmite is one of the best examples, but Apple and Google are also brands that are defined by their colour palette – something that researchers describe as “signalling a specific brand and everything it stands for, exerting a significant influence over the consumer”. Colour can provoke emotional responses, including feelings of nostalgia, reassurance, and trust. 

Multi-platform consistency is the key to creating a memorable brand identity, and slight colour differences between digital channels and the physical world can create disconnect, so make sure your packaging designer understands the subtleties of their colours! 

4) Add Embossing or Debossing

It’s astonishing what embossing (where the pattern is raised) or debossing (where the pattern is sunken) can achieve. Customers often associate this simple and cost-effective technique with quality, but the real secret is the power of tactile surfaces. Changing the texture alters the light and shadow, and activates the sensory touch response. Embossing and debossing is also an inclusive statement, enabling people with vision impairment to engage in the unboxing experience. 

Embossing and debossing can add a lot of character to packaging with quieter colours and simple geometry. When considering embossing, check with a specialist to establish the best depth for the design. 

What next?

To chat with one of our team about the benefits of bespoke packaging and how Kudos can help, please call 01923 220055 today.

Image Source: Unsplash