It sounds odd, but I absolutely love Apple's packaging. It feels rich. I grab one of their products in its box and I immediately expect a quality product simply

It sounds odd, but I absolutely love Apple's packaging. It feels rich. I grab one of their products in its box and I immediately expect a quality product simply because of the box. Even though we're told from an early age to never judge a book by its cover, first impressions are hard to shake. And handling packaging is the first impression, not actually using whatever is inside the package. It's the first time an end-user actually physically interacts with your company. So I agree with you. If the customer is interacting with it, it's a part of the customer experience and should be at least considered. Not everyone can have Apple's resources, yes. But everyone can do the very best with what they have. I'm thinking of Chubbies, that short-shorts company for guys who want to be Magnum PI. They are a small(ish) startup, but their packaging does not feel that way. It feels like their company. Looks preppy, feels rugged, and is over-the-top with nationalistic and company pride.