Unboxing 2.0 (UBII): A Tool for Package Experience Analysis

By Peter Chamberlain.

Published by The International Journal of Designed Objects

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

“Unboxing” is a social web-based phenomenon that has sprung up in the past few years. People are documenting the process of taking products out of the packaging and commenting on the experience as the camera rolls. It is unclear whether this is narcissism or perhaps showing off that one might have the newest gadgets that nobody else has yet, but it is certainly a mysterious phenomenon. The analysis that occurs in these videos is often shallow, incomplete, and leaves the viewer with very little in terms of furthering understanding about the package, the product that it contains, or the immediate and lasting experience that the user has with the package / product. Unboxing 2.0, or “UBII”, as it’s being proposed here, seeks to perform much the same task, yet it is designed to draw out notable insights in regard to the experience that one has before, during, and after interacting with packaging, as well as the identification of key design considerations which affect choices made in regard to graphic layout, connection to brand, and materials specification. This new system of “scoring” the interaction between a user and packaging was used in a recent third year industrial design packaging studio project where a variety of consumer goods were analyzed for shortcomings and improved designs were validated using this tool. This paper will describe the Unboxing 2.0 (UBII) Tool for Package Experience Analysis in detail, and will offer examples of how this useful tool was employed to achieve more effective packaging design solutions. It is the hope that sharing this new system of analysis will enable designers of packaging and products to better achieve actionable insights in the new product development process.

Keywords: Interaction, Packaging Design, Analysis Tool, Consumer Behavior, Industrial Design Studio Course

The International Journal of Designed Objects, Volume 7, Issue 3, November 2014, pp.1-9. Article: Print (Spiral Bound). Article: Electronic (PDF File; 553.159KB).

Peter Chamberlain

Assistant Professor of Industrial Design, College of Design Architecture, Art, and Planning , School of Design, Industrial Design Department, University of Cincinnati, Cincinnati, Ohio, USA

Peter Chamberlain is an assistant professor of industrial design and a graduate of the MFA program at the University of Cincinnati, College of DAAP. He also holds a degree in design from the graduate school at Chiba University, located just outside of Tokyo, Japan. He has worked in the rapid prototyping and design industry in both Japan and the United States. His continued international experience has been formative in developing a body of research that considers the unique role that culture plays in the emotional appreciation of everyday interaction with products and packaging. Through his experience teaching in the Live Well Collaborative studios at the University of Cincinnati, he has worked extensively with its corporate members, guiding interdisciplinary collaborative student teams as they tackle complex and crosscutting packaging design problems with unique user centered solutions.