China Consumers Association: Closer Gift-Giving Ties Favor Simple Packaging as Over-Packaging Weakens the Unboxing Experience

CNR in Beijing on March 29 cited the China Consumers Association's Research Report on the Issue of Excessive Commodity Packaging and Consumer Perception Survey, which indicates that the closer the gift-giver and recipient are, the higher the share choosing simple packaging; for goods used as gifts, packaging grade should be kept appropriate, as over-packaging does not necessarily create a good experience and may even backfire.

The survey examined how consumers choose packaging grades in both self-use and gifting situations. The four scenarios were self-use, gifts for family or parents, gifts for relatives or friends, and gifts for clients or for asking a favor. The shares choosing simple packaging were 88.1%, 41.5%, 12.2% and 6.7%; choosing gift packaging were 10.6%, 53.1%, 76.0% and 40.4%; and choosing luxury packaging were 1.3%, 5.4%, 11.8% and 52.9%. Three findings can be drawn from these figures.

First, in gifting, the shares choosing simple packaging from close to distant relationships were 41.5%, 12.2% and 6.7%, showing that closer ties lead to a stronger preference for simple packaging. The shares choosing luxury packaging from close to distant relationships were 5.4%, 11.8% and 52.9%, indicating that more distant, utilitarian relationships are more likely to choose gift packaging or even luxury packaging.

Second, gift-giving still requires a sense of ritual. Even when buying gifts for the closest family members, such as parents, 58.5% of consumers chose gift packaging rather than simple goods, believing that gift packaging better conveys the ritual of gift-giving.

Third, for self-use products, 88.1% of consumers chose simple packaging, with little demand for gift packaging or luxury packaging.

The survey also found that when respondents discovered a gift was an over-packaged product, 66.0% felt it was wasteful, 37.0% said there was a large psychological gap before and after opening the packaging and the experience was poor, and only 25.4% thought the gift-giver had been thoughtful. This shows that when consumers receive over-packaged gifts, negative experiences outweigh positive ones.

China's traditional concept of interpersonal interaction, which emphasizes ritual, strongly influences consumers' choice of packaging grade for gifts. The China Consumers Association advises consumers to break through old ideas when exchanging gifts with relatives and friends, avoid over-packaged goods and choose simple packaging as much as possible. Eco-friendly gift bags (boxes) or gift wrapping paper can be used to decorate products and convey the ritual of gift-giving. This will not be impolite; instead, it highlights the giver's green consumption philosophy and environmentally conscious image, making the recipient feel that the gift is genuine and worth the price.

—This article is reprinted from China Packaging Network (pack.cn), original link: http://news.pack.cn/show-379355.html