Gift Packaging Reveals "Intimacy," While Excessive Packaging Brings More Negative Experiences

China National Radio (CNR), Beijing, March 29 — The China Consumers Association's "Research on the Problem of Excessive Commodity Packaging and Report on Consumer Perception" shows that the closer the relationship between the gift-giver and the gift-receiver, the higher the proportion choosing simple packaging; the packaging grade of goods used for gifting needs to be moderate, and over-packaging does not necessarily bring a good experience — it may sometimes be counterproductive.

This survey studied consumers' preferences for packaging grade when buying goods for their own use and for gifting. The survey showed that, in the four situations of "own use", "buying gifts for family/parents", "buying gifts for relatives/friends" and "buying gifts for clients / to ask a favor", the proportions of respondents 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%. Analysis of the above data yields three findings:

First, when consumers give gifts, the proportions choosing simple packaging from close to distant relations were 41.5%, 12.2% and 6.7%, indicating that the closer the relationship between gift-giver and gift-receiver, the higher the proportion choosing simple packaging; the proportions choosing luxury packaging from close to distant relations were 5.4%, 11.8% and 52.9%, indicating that the more distant and utilitarian the relationship between gift-giver and gift-receiver, the higher the proportion choosing gift packaging or even luxury packaging.

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

Third, 88.1% of consumers choose simple packaging when buying goods for their own use, with little demand for gift packaging or luxury packaging.

The survey also showed that when surveyed consumers found that a gift was an over-packaged product, 66.0% of respondents felt it was "wasteful", 37.0% said "there is a big psychological gap before and after opening the packaging, and the experience is bad", and only 25.4% thought "the gift-giver was thoughtful". This shows that when consumers receive over-packaged goods as gifts, the negative experience outweighs the positive one.

The traditional Chinese concept of interpersonal interaction, which emphasizes a sense of ritual, deeply influences consumers' choice of packaging grade for gifts. The China Consumers Association advises consumers, when exchanging "gifts" with relatives and friends, to break through old concepts, avoid choosing over-packaged goods, and choose products with simple packaging as far as possible. They can use gift bags (boxes) made of eco-friendly materials and gift wrapping paper to decorate the goods and convey the ritual of gift-giving; this will not only avoid being impolite but will instead highlight the gift-giver's green consumption philosophy and high-quality image of caring about the environment, 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