Packaging: The Journey You Didn’t Know You Were Designing
When most people think about packaging, they imagine the functional side: a box that keeps the product safe or a bag that makes it easy to carry home. But packaging is so much more than a container. It’s a touchpoint (one of the most important ones) throughout the customer journey.
From the very first time someone notices your product, all the way to the moment they decide whether to purchase again, packaging plays a role in shaping their perceptions, emotions, and experiences. In fact, packaging can be the thread that ties together every stage of the journey, making it feel seamless, intentional, and memorable.
Let’s walk through each stage of the customer journey and see how packaging can make or break the experience.
Step 1: Awareness & First Impressions
The customer journey often begins long before someone ever opens your product. The first impression might come from seeing your packaging on a store shelf, spotting it in an unboxing video, or catching a glimpse of a branded shipping box being delivered to a neighbor’s door.
Packaging acts as your silent ambassador. Without a word, it tells a potential customer who you are, what you stand for, and whether your product is worth considering.
On the shelf:
Bold colors, unique shapes, or textured finishes can make your product stand out in a crowded aisle.
Clear and simple information helps shoppers quickly understand what they’re getting.
Consistency in branding builds recognition. When customers see your logo or design repeatedly, it sticks in their memory.
Online:
Product photography is only as good as the packaging it captures.
A sleek, well-designed box can make a thumbnail look polished and professional, which influences click-through rates.
Social proof (like seeing others share your packaging online) can create curiosity and trust.
The old saying is true: you never get a second chance at a first impression. If your packaging fails to grab attention or worse, leaves a negative impression, you may lose the customer before they ever pick up your product.
Step 2: Anticipation
Once your packaging has sparked interest, the next phase is anticipation. This looks different for retail and e-commerce, but is equally important in both.
In retail:
When someone picks up your product, the packaging has to convince them it’s worth buying. This is where trust and value come into play.
Does the packaging feel premium or cheap?
Does it give confidence that the product inside is high quality?
Does it answer questions about ingredients, instructions, or origin?
Shoppers often compare multiple products side by side. Packaging can be the deciding factor that tips the scales in your favor.
In e-commerce:
Anticipation builds during the wait between purchase and delivery. Here, packaging plays a behind-the-scenes role:
Shipping boxes with branded elements creates recognition and excitement when they arrive.
Tracking notifications paired with images of branded packaging can reinforce the brand identity.
Even small design details (like a logo sticker sealing the box) can heighten the customer’s eagerness to open it.
Anticipation is all about building momentum. The right packaging helps sustain excitement and reinforces that the customer made the right choice.
Step 3: The Unboxing Experience
This is the moment everything comes together. The emotional peak of the customer journey.
Think about it: customers may spend days or even weeks waiting for your product. When it finally arrives, the first thing they see and touch is the packaging. This moment is filled with emotions: curiosity, excitement, satisfaction… or disappointment.
Why unboxing matters:
Emotional connection – A beautifully designed package makes customers feel valued.
Social media shareability – If the experience feels special, people are more likely to record or photograph it.
Brand storytelling – Every layer, from tissue paper to thank-you notes, is an opportunity to communicate who you are.
Elements that elevate unboxing:
Texture and materials – A soft-touch finish, embossed logo, or natural kraft paper can all create different moods.
Protective yet elegant packaging – No one wants excess waste, but protective inserts that look thoughtful show care.
Surprise details – A small message printed inside the box, or a sample tucked in as a bonus, can turn a routine delivery into a delightful discovery.
Unboxing is no longer just a step in the journey. It’s an event. And brands that invest in it often find themselves rewarded with loyal customers and free word-of-mouth marketing.
Step 4: Usage & Longevity
Packaging’s role doesn’t end after the unboxing. In many cases, it continues to shape the customer experience during daily use.
Practical functions:
Resealability – Pouches with zippers, boxes with magnetic closures, or tins with tight lids make products last longer and keep customers satisfied.
Ease of use – Clear opening instructions, perforations, or handles make the product convenient to access and store.
Information at hand – Packaging that provides nutritional info, care instructions, or usage tips helps customers feel supported.
Emotional and brand functions:
Packaging serves as a constant reminder of your brand every time it’s picked up.
A well-designed container can make customers proud to display it (think perfume bottles or luxury food tins).
If it’s reusable, customers may keep it long after the product is gone, extending your brand presence in their lives.
Packaging during usage is about making life easier and more enjoyable, which strengthens the customer’s connection to your brand.
Step 5: Post-Purchase & Brand Loyalty
The journey doesn’t end once the product is finished. In fact, what happens after purchase can determine whether a customer buys again or moves on to a competitor.
Inserts and extras:
Thank-you cards that feel personal can make customers feel appreciated.
Discount codes encourage repeat purchases.
Samples introduce customers to other products in your line.
Sustainability and disposal:
Customers increasingly care about how easy packaging is to recycle or reuse.
Clear instructions (“Recycle this box” or “Compost this film”) help customers feel good about their choices.
If your packaging is wasteful or confusing, it can leave a bad final impression, even if the product itself was great.
Word-of-mouth and memory:
A positive journey often ends with customers telling friends, leaving reviews, or posting about their experience.
A negative journey can have the opposite effect: complaints, returns, or damaging feedback online.
Post-purchase packaging touches influence whether customers feel your brand is worth sticking with. It’s the difference between a one-time transaction and a long-term relationship.
The Risks of Neglecting Packaging
It’s worth pointing out that packaging can just as easily damage the customer journey if it’s not done thoughtfully.
A flimsy shipping box leads to damaged products.
Overly complicated or wasteful packaging frustrates customers.
Confusing design can create doubt about product safety or quality.
A missing emotional connection can make the experience forgettable.
One weak link in the journey can undo all the positive touchpoints before it. That’s why it’s so important to design packaging with the entire journey in mind, not just one stage.
Conclusion: Packaging Is the Journey
When you think about it, packaging isn’t just a part of the customer journey. It is the journey.
It’s the first impression on the shelf or screen. It builds anticipation before the product is even in hand. It creates excitement during unboxing. It supports and delights during use. And it lingers after the purchase, shaping how customers remember your brand.
For brands that want to build loyalty, stand out in competitive markets, and create emotional connections, packaging is not an afterthought. It’s a strategic tool that weaves the customer journey into a cohesive, memorable story.
So ask yourself: Is your packaging helping your customer’s journey… or holding it back?
