How might designers reimagine the unboxing experience of secondary packaging?

In my Special Topics Studio this semester, NC State graphic design seniors worked with Sealed Air investigate this question. As part of their user-centered research process, the students mapped out storyboards of the unboxing experience (storyboards that would later transform into unboxing videos). We used Chip and Dan Heath’s book The Power of Moments to define key moments that rose above the everyday and broke the current unboxing script.

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The Design Brief:

Design new beauty market-specific secondary packaging that enhances the unboxing experience. Embrace today’s digital transformation, while engaging with the tactile functionality of protective packaging.

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The Work

NYX Giftee: The Cake

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NYX, Influencer: The Personality

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Urban Decay, Giftee: The Thank You

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Urban Decay, Loyalist: The Fan

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The Process: