Parcel packaging may strongly influence product value perception

Packaging supplier Pregis has partnered with the University of Wisconsin to understand the link between consumers’ unboxing experience and their perception of product value. The study was conducted in consultation with UoW’s professor of marketing Page Moreau. The objective was to understand how different protective packaging mediums influenced pricing perception and emotions experienced when unboxing.
The study results demonstrate how parcel packaging choices are major influencers in delivering a customer experience which elevates the value of the product and brand. ‘Premium’ packaging may result in a 45% higher product value perception than ‘standard’ packaging, it is found.
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