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Online Shopping Affecting Packaging Design?

Is online shopping having an effect on packaging design? According to a new study, “packaging in an online world,” conducted by Canadian based branding and design firm Shikatani Lacroix, the post-purchase experience of online shopping is a critical moment for packaging. The goal of the study was to understand how the development of online sales has impacted packaging. The biggest change was found to be in the post-purchase stage of the online experience. Packaging design is

At first I was unsure how to feel about this study, but after mulling it over I think the results make sense. Online shopping and retail shopping are two completely different experiences. When shopping in a store without the intent on purchasing a specific item I rely heavily on what’s on the packaging to decide if I will buy a product. Factors that I weigh about packaging design are good demonstrations of the product in action, a detailed yet brief description of the product and sadly the box art as well. However, when I shop online, all the information I would like to see on a box is usually on the website. The only thing I expect of my packaging is for it to get my product to me safely. Ease of opening is an added plus, but I own a pair of scissors so I’m equipped to battle packages that won’t give up their product so easily.

As far as a consistent brand experience goes, there isn’t much need for that in online shopping. I enjoy not exactly knowing what’s inside of my brown cardboard wrapped present. The best a brand can do to make an impression on me during my online shopping experience is to tell the truth about what I purchase and get it to me quickly. It would also be nice to see more packaging that is recyclable. I don’t see any reason for a package to be otherwise. Its small purpose in life is to bring me my product safely. It doesn’t have to be pretty. I’m not sure what this ‘critical moment of truth’ the study is talking about, but the rest of it seems to make sense.