In an AI-enabled shopping environment, packaging remains mission-critical.
In the eighteen months since this book first hit shelves, AI-assisted and agentic shopping have moved into the spotlight of e-commerce, changing how shoppers search, compare, validate, and ultimately choose. This shift creates a new environment where packaging effectiveness matters more than ever. The second edition adds two new chapters covering how packaging must convert across both human and AI-enabled shopping journeys, and how predictive intelligence embeds behavioral insight into the daily workflows of brands to drive faster, smarter commercial decisions.
For decades, Alex Hunt, Matt Salem, and the Behaviorally team have partnered with world-leading brands to apply behavioral research to consumer decision-making. In unPACKED, they spill industry secrets for creating value in the most important moment in marketing: the purchase transaction.
As an insights expert, you’re up-to-date on design, consumer behavior, and market trends: everything that influences packaging success. But one wrong decision can quickly turn into a high-profile failure and, worse, loss of sales.
unPACKED guides you to accurately predict packaging that sells, no matter who, or what, is doing the choosing.
“From design missteps to billion-dollar turnarounds, this book is a masterclass in navigating the high-risk world of packaging design change.”
— Jennifer Picard, Global Insights Transformation Lead, Opella.
“Behaviorally's 4S framework gave our teams a shared language-and the clarity to make fast, confident decisions.”
— Ken Hauser, Sr. Manager, Market Research, Church and Dwight Co., Inc.
“This book dives into case studies and key packaging design principles every marketer should know.”
— Jon Zunick, Innovation Manager, Bayer.
“This book isn't about tools-it's about changing how we make decisions.”
— John D. Pfalzgraf, Director, Consumer Knowledge, Georgia-Pacific.
“This book is a must-read for any marketer serious about converting packaging into a revenue driver. The data doesn't lie-visibility alone can 2.5x your likelihood of purchase.”
— Sara Polon, Co-Founder and CEO, Soupergirl.
