Emotional Design in Packaging: Enhancing the Unboxing Experience

Abstract

The unboxing experience has become a vital touchpoint for consumer engagement with the rise of e-commerce and digital platforms like YouTube and TikTok. Originally meant to protect products, packaging now functions as a multi-sensory brand interaction shaping first impressions and loyalty. However, limited research explores how emotional design principles enhance unboxing experiences, particularly for technology and limited-edition products. This study applies Donald Norman’s emotional design framework visceral, behavioural, and reflective levels to examine how packaging creates meaningful and memorable interactions. A qualitative thematic case study analyses nine high-engagement YouTube unboxing videos of premium technology products to capture authentic consumer perceptions. Findings show that packaging integrating sensory appeal, usability, and brand storytelling increases perceived value and encourages user-generated content. Such integration turns unboxing into an emotionally resonant experience that strengthens brand relationships. The study emphasizes packaging as a strategic tool for improving satisfaction, loyalty, and organic brand promotion.