If you haven’t already come across the phenomenon of ‘unboxing’ chances are that sooner or later you will. What started out as information videos showing consumers what to expect when they unpacked their new purchase (usually a tech product) from its box has become a way for consumers to praise or disgrace online retailers.
While more and more online retailers are focusing efforts on creating unboxing experiences to enhance the purchasing experience, there are many who are still getting it wrong.
There are many factors that might contribute to a poor unboxing experience, such as the contents arriving broken, incomplete or just plain wrong. But an aspect that is getting increasing amounts of attention is the over use of packaging. A quick search on Twitter, using #toomuchpackaging reveals some interesting instances: