First impressions mean a lot – and could they mean even more to the postal packaging industry?

Ever fallen in love at first sight? Or ever been introduced to someone only to be overwhelmed by an intense feeling of antipathy? If the answer is yes to either of the above, then you’ll know that first impressions count. Indeed, the old proverb has it that first impressions last the longest. Retailers have known this since time immemorial of course, and have shaped their store thresholds accordingly. Texture, colour and lighting; architectural style and building materials; signage, window displays and the layout of merchandise have been long-been utilised in the battle to win the hearts and minds of shoppers. Today, with bricks and mortar retailing settled in the role of sensible elder brother to its upstart clicks and mortar sibling, brands are applying similar psychology to internet retailing. But why aren’t more of them extending their thinking way beyond the obvious opportunities of web design and product packaging? Why aren’t more of them shunning shoddy brown cardboard boxes and turning their attention to brand-enhancing outer postal packaging? Depending on the distribution chain, of course, original manufacturers’ may have little control of the warehouse-to-doorstep journey. But if they can wield an influence – or indeed impose full control right up to the point that the courier secures the signature – then postal packaging can become another potent weapon in the brand tool armoury. Think about it. Think how powerful it can be for a brand to own the moment and orchestrate those vital first impressions. All that really needs to be done is to ensure that the anticipation and excitement of receiving something rather special through the post is be matched by the warm, tingly sensation of unwrapping it. When it comes to retail psychology, brands taking this approach will be pushing at an open door. The ritual of “unboxing” (videoing the opening of an Apple, Nike or Lego product and uploading it to YouTube) is now an established modern phenomenon. Extending that anticipatory relish to outer postal packaging enables brands to deepen their emotional connection to consumers. That all important first impression creates a positive experience that encourages repeat purchase and enhances trust in the brand. It conveys professionalism, care, and attention to product quality. And in a word-of-mouth age, it provides another positive chapter for social media story telling. The famous story has it that Apple actually has a secretive unboxing room in which to test and perfect endless variations. If true, this space is less design studio and more theatrical rehearsal room. It is a place to define and refine a dramatic narrative that will be relished and shared by brand aficionados over and over again. This is the opportunity for postal packaging. Enlightened manufacturers like Lil Packaging are already moving to dominate the postal-packaging-as-theatre marketplace. Their innovative Breezebox pack can be tailored to match brand attributes. It also features tactile and cleverly integrated tissue paper with just enough adhesion to lovingly cosset and protect the merchandise within. The big idea, of course, is that opening the box becomes pure memorable pleasure – and that all-important first impression lingers long in the mind of the consumer.