Is over-packaging of goods necessary?

The word 'over' is itself a pejorative term, so of course 'over-packaging' is bad. But what we should be discussing is what is 'over-packaging' and what is 'moderate packaging' that enhances the consumer experience out of the box. In e-commerce, modest packaging is essential. Whoever spends hundreds or thousands of dollars on a piece of clothing, receives a plastic bag, the clothes in the bag is crumpled into a ball, the heart will not be happy. At such times, the clothes themselves, no matter how beautiful, how good the fabric, consumers will feel that they have lost money. The use of boxes, on the other hand, ensures that the clothes remain flat during transport, which can enhance the unboxing experience and achieve a high end of consumer perception.

There are many big V's on sharing platforms such as Xiaohongshu and Jitterbug who are dedicated to making luxury unboxing videos. Luxury packaging is often three layers inside and three layers outside, but consumers do not feel that this is over-packaging, but rather enjoy the feeling of unpacking one layer at a time. These videos also have a large following, reflecting the large number of consumers who find it a pleasure to even watch the unpacking.

It is clear that packaging itself is part of the product; the judgement of whether it is 'moderate' or 'excessive' comes from the consumer's personal perception and varies from person to person, and is more likely to be accepted by consumers when there is no uniform standard for the aesthetics of the packaging in proportion to the value of the product. The recent news about 'over-packaging' has been summarised by two criteria for consumer judgement: 1. the use of packaging to cover up the shortcomings of the product, especially when the size of the packaging is much larger than the size of the product. In fact, this is a violation of the third criterion summarised above, that the aesthetics of the packaging does not match the value of the product. What the consumer is actually complaining about at this point is probably a "lack of value". Behind the "over-packaging" comment may be a reflection of the consumer's mentality that "I could have gotten a better product if I had spent the money on the packaging".

2. Difficulty in unpacking causes bad experiences. The longer it takes to unpack the same product, the more likely it is that consumers will perceive it as "over-packaged". What consumers are actually complaining about at this point is the "waste of time". Behind the "over-packaging" comment is probably the mentality that "if it wasn't so complicated, I wouldn't have to spend so much time here unpacking". If a box is also packaged with tape, it is easy for consumers to feel over-packaged if they have to use scissors to cut it open. By designing an easy-to-tear opening, consumers can unpack their boxes without the use of tools, which will enhance their unpacking experience.