Here is a link to a interesting article why packaging matters
Here is a super short summary
It looked at the changed consumer behavior. A move away from the classically formed brand awareness towards a consumer who studies labels and searches the web for information. A changed behavior which necessitates more web presence as well as intelligent packaging. The typical fear driven escape to traditional methods which takes resources away from more active web and packaging design is the wrong way to turn.
Very stimulating & interesting article.