Here are some surprising facts about packaging that the majority of brands don't know.

Suppose you are in a small room and have a camera. One by one, a hundred different people walk in. To each one you give a box. To each one you give a box. You say nothing. You just watch.

The next step in this is intriguing. Some people rip open the box, just like they do with a birthday present. Some turn it over and read it one word at a time. Some struggle. Some get frustrated. Some smile. And then some stop altogether.

You have viewed 100 people open one box, and you learn as much about packaging as any designer or manufacturer could teach you. You see the good. You see the bad. You see the little things that can either make or break the customer experience.

 

Let's explore what we learned from these one hundred openings.

The first thing the one hundred did when they received their boxes was always the same. They looked at the outside. They stroked the surface with their fingers. They weighed the baby. They rolled it over so they could see the back.

 

The printing quality. The colors. The texture.

Those who were given clean, professional boxes were happier. They had more care with the box. They considered it a treasure. Those who were given dull or smudged boxes treated them very roughly. They were not as enthusiastic.

As they began to open the boxes, they fell into three categories with respect to what they did. As people began opening the boxes, their reactions were divided into three categories:

 

Group One is made up of the Tearers.

Approximately 30% of people opened the box right away. They ripped tape. They pulled flaps. They read nothing! All that they wanted was the product out. These individuals are quick tempered. They prefer speed over presentation. It takes them a long time to open if your box is difficult.

 

Assessor: Jonathan Miller

Approximately 40% opened the box very slowly. They liked its design. They read the labels. They carefully removed the inner tray. These are people who are experience-oriented. They seek to be different. They delight in the unboxing moment and recall it in the future.

 

Group Three: The Strugglers.

The final one-third were in trouble. They didn't get the break. They took the wrong wing. They attempted to open the box upside down. Some even broke the box trying to open it! The following people became frustrated. Satisfied customers don't buy from you again.

What did we learn from this? Your packaging needs to take all three groups into consideration.

The tearers must be fast. Beauty is indeed needed by the savourers. The losers must be made clear.

cluttered websites are not welcome; the key to repeat business is clarity.

There's a harsh reality. If you have a customer that has a hard time opening your box, they will not return to your service again.

One woman had a box that she was struggling with for nearly two minutes. She attempted all flaps. She rotated it so that it was on its side. She shook it. In frustration, she then tore it open and tossed the box into the waste basket. She didn't even glance at the branding. It was too much for her.

That's a lost sale. This is because it wasn't intuitive to the box.

Packaging should direct the user. The flaps should be in a sensible sequence. Tape should be easily removable. Inserts should be inserted smoothly. All steps should be natural.

Unthinking people open boxes and feel smart. They feel satisfied. They associate that good feeling with your brand.

When people fail they feel stupid. They feel irritated. That bad feeling becomes linked to your brand.

The subtle strength of texture and weight

The one thing that we were surprised by was people's perception of texture.

 

Several different box finishes were used in our test. 

The soft-touch boxes were the obvious choice. They were held for a longer time. They rubbed the surface of it. They spoke about how pleasant it was. Other boxes (plain cardboard) were used the least. They were treated as disposable.

Weight also mattered. The heavier the box, the more valuable. Cheaper seemed to be lighter boxes. People thought that the heavier box would contain better quality, if the product inside was the same.

This is what psychology is all about. Your packaging conveys messages to the brain. Texture says quality. Weight says value. Color says emotion. Every detail matters.

 

These instructions have been taken from Custom Thumb-Cut Boxes.

In the tests we did, we made some custom thumb-cut boxes. They are boxes in which a small half circle has been cut out from the edge to facilitate gripping the product within the box.They are boxes in which a small half-circle cut-out is provided on the periphery to ease grip on product in the box.

 

There were mixed feelings about the outcome.

The thumb-cut did not prove to be of any benefit for light products. People ignored it. They opened the box just as they opened a box without it. The cutout went unnoticed.

Some people found the thumb-cut useful for heavier products. It did, however, mislead others. The thumb-cut area was tried by several people to open the box, but it was not successful. Ultimately they ripped the cardboard.

The top problem was the appearance of the lower part. The custom thumb-cut boxes were rated consistently as "cheaper looking" than the boxes without the thumb-cut. They termed them "mass produced" and "basic.

The lesson? Custom thumb-cut boxes have a particular application. They assist you with bulky items that are tight fitting. For the majority of products, however, they're not considered to be essential and they can actually damage brand perception.

Use a thumb-cut if you do use one: clearly mark it. Include a small arrow or icon indicating how to pull. Don't assume people will "get it.Don't assume people will "get it.

The Golden Rule of Packaging Design says that the container should be as easy to open as possible.

We saw a hundred people open boxes, and we learned one rule that works for every product. Test with real people prior to ordering mass quantities.

Never go on your own judgement. NEVER trust your team. Give your box to someone else and see what they do.

Ask them questions.

Their responses will save you cash. They will keep you from bad designs. They will help you develop a package that really performs.

 

What We Would Do Differently

We have listed below the changes we would make to our test boxes if we were to design them again following the lessons learned.

Firstly, we would include a clear opening indicator. A straightforward indication of where to begin, such as an arrow or a hole in the line.

Secondly, we would improve the material. The thicker the cardboard, the better it feels and the better it will protect. The additional expense is well worth it.

Third, we would make the inner tray simpler. Inserts must securely yet easily hold the product without injury. No one likes fighting with foam or cardboard to get their item out.

Fourthly, soft-touch lamination would be used. But the “haptic” feel, the feel, is too precious to be overlooked.

Fifth, we would re-think any unnecessary features. The extra folds, decorative flaps and custom thumb-cut boxes can be added but are not necessary to increase the value of the box. Simplify wherever possible.

 

Your Customers Are Watching Too

You may not be in a room where 100 people open your boxes. However your customers are watching. They are developing their own ideas. They are considering the possibility of another purchase or a purchase elsewhere.

Not the prettiest or the cheapest packaging is the best packaging. It's the one that makes your customer smile as soon as they open it. Then that smile is priceless.


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