Daniel Kahneman’s peak-end rule: we judge experiences by their most intense moment and how they end, not the average.
Most brands optimise the purchase moment. Smart brands optimise the unboxing. That’s the “end” of the buying experience – and the memory that lingers. A mediocre product in great packaging feels better than a great product in mediocre packaging.
A jewellery brand invested heavily in premium boxes, tissue paper, handwritten thank-you cards. Product cost stayed flat. Packaging cost doubled.
Repeat purchase rate increased 22%. Five-star reviews specifically mentioning unboxing tripled. The ending rewrote the memory.
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