SO SUPERFICIAL
One could argue that all branding is packaging, just without the cardboard and shrink-wrap. The magic of great packaging is the interaction effect — fundamentally transforming a “container” to a crucial part of the brand experience. Its role is not only to entice, explain, and encourage exploration, but also to set expectations about product performance. However, we suspect that secretly some people are judging the book by the cover, and in fact, prefer the packaging over the actual product. And these are people after our own hearts.
