Unboxing the iPhone

It doesn’t take a long time until fireworks are set off again. For fanboys it’s like sparking an owl, for others unboxing videos are just a temporary emotional eruption without any added value.

Martin Lindstrom, author of Buyology – How Everything We Believe About Why We Buy Is Wrong – is an expert in neuro-marketing, “where science and marketing meet”. He claims the unboxing phenomenon is a result of so-called Mirror Neurons.

“Mirror neurons mean basically, that when I observe other people doing things, I feel that I am doing the same,” he explains. “When I scratch my head, and you watch me doing it, the same regions in your brain will be activated as would be if you were actually scratching your head.”

Buyology: Truth and Lies About Why We Buy
(published October 2008) is a bestselling book by Martin Lindstrom, in which he analyzes what makes people buy.

Apples products and packaging is mass produced. The company sells millions of products but even though they are mass produced, the packaging doesn’t look like a box just needed to protect a product on its way to the customers. You feel like you’re holding a quality product, hand-made for you, even when you open the box. If you take out a new iPhone or iPad the packaging then seems to be the perfect lid line of your purchase.

Apple’s packaging is brilliant and a lesson for packaging design.

Back to the topic. Unboxing a high-quality product can also be seen as *geek porn*. It’s similar to an experience you have in a strip club. It’s stuff that you’re lusting over – you possibly can’t have it, but you want it.

Anyway, have a nice time in all the Apple related Google+ communities which again will turn into strip clubs after Tim let the cat out of the bag. When the first excitement is over, check your requirements first if you are a normal user to avoid buying a pig in a poke. But if you are a fanboy make a confirmed reservation for a seat in front of an Apple Store to get your device as early as possible.

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Apple’s lesson for packaging design …

About Packaging

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