Packaging holds power that consumers themselves are not aware of. With 95% of all purchasing decisions made subconsciously, the material a SKU is held in plays a significant role in creating a good first impression. In the sophisticated world of luxury products, packaging is much more than just a container; it is a carefully orchestrated interplay of psychology, emotion, and consumer behavior. The design and presentation of luxury packaging play a crucial role in influencing consumer choices, delicately molding perceptions, and stimulating purchases.The luxury market, known for its ability to remain resilient even through economic hardships, is fueled by persistent purchasing patterns of consumers who wish to indulge in luxury goods despite having to make their money stretch to be able to afford such items. For many, this lifestyle choice leads to fewer yet more expensive purchases, encouraging strong competition among luxury brands that wish to take the top spot.Packaging has played a large part in the luxury narrative for as long as most can remember. When thinking of a luxurious item, we often think of its packaging, as this is (most of the time) what makes a product stand out. The right packaging amplifies a product's desire, leaving a lasting impression in the minds of shoppers, even if they do not purchase an item."[Packaging] is something that is often ignored or not thought about," says Ben Voyer, Cartier Chaired Professor of Behavioural Science.