I have often used the phrase, “I’m a sucker for packaging” which is disparaging in nature. It carries with it negative connotations about the person who finds pleasure and purpose in high quality packaging, deeming them, “a sucker” or in essence a fool—one who can be easily deceived.

So too does the packaging itself fall prey to the pejorative or negative implication in the popular phrase. It suggests that the packaging is inherently a play in trickery whereby its sole purpose is to cheat or deceive the naive consumer.

Let it be said that of course there is plenty of intentionally false or misleading advertising in the marketplace. And, yes, packaging plays a role; however, one that I’m not going to explore in this article. Here, I want to disassociate packaging from its primary function to sale product.

Rather, I want to think about packaging in and of itself; on its own. In doing so what first comes to mind are the visuals surrounding packaging. Colors, shapes, illustration, typeface. The aesthetics in packaging. I think about the physicality of a package. Textures, dimensions, weight and material. The raw and earthy warmth of a corragated box brings forth the sense of touch; as does the cool and smooth surface of an aluminum container, or the soothing fine polish of a heavy cardstock paper. All of these attributes hold power that evoke human emotion.

How many times have you picked up a box or a tin of tea and felt carried away by its exquisiteness in design? It’s imagery; how it actually feels in your hand; the colors; the messaging through words and language used to describe it’s content. These things hold real value on their own account. They provide the beholder with an experience—the experience of being transported even just for a moment.

No, being drawn to beautiful or thoughtful or smart packaging is not a practice for suckers; rather it is a conscious appreciation for the art of packaging.