Unboxing
Jacqueline Yang
Everyone and everything is inherently masked in some way. What we see is merely a projection of how people want to be perceived as. Large corporations also take a part in this action through branding.
This realization inspired my project: Unboxing. Unboxing is a trend in the twentieth century where influencers would record their process of revealing their purchase and the items from their packaging. There is often a mysterious uncertainty and surprise that comes along with the action of unboxing. However, what is inside sometimes is unexpected that deviates from viewers’ initial expectations. I interpret unboxing as unfolding the surface and revealing the truth underneath. The action that shines a light on what is disguised and concealed underneath the beautiful packaging.
My research aims to conduct in-depth investigation on some of the most renowned brands in the world: Zara, Apple, Amazon, Popmart, United Airline, and Wells Fargo to reveal the contrast and connection between their beautiful surface and their underlying unethical problems. The research is delivered in the form of packaging design and as the packaging boxes unfold, the truth is unboxed. The outer packaging is branded to match with the aesthetic of the companies. This creates a stark contrast with the interior design where the surface is filled with dense text of the unethical practices of the industry and how they are affecting the world environmentally, socially, and economically. As the boxes unfold, the truth is unboxed.