The joy of anticipation positively affects the perception of your brand
But what is it about this positive experience?
According to a newer study, a large part of the answer is found in the joy that gift wrapping brings to the recipient. The study, first and foremost, confirms that gift wrapping is a factor that affects how attractive the gift is perceived by the recipient. Further, the study shows that participants were more likely to express joy over a gift that was gift-wrapped over one that was not.
The gift’s wrapping and outer appearance have a lot to do with creating the joy of anticipation in the recipient. This joy, together with the surprise of the gift itself, will not be present if a gift is given unwrapped, and this will be immediately noticeable.
In the same way, the study shows that gift wrapping raises certain expectations in the recipient in relation to the product. As a company, you have ample opportunity to already give a positive first impression before the product is unwrapped.