I think it depends on the product. For many items, the packaging needs to house information...such as food or home improvement products. I really don't care what the packaging looks like as long as it has all the info I need. On the other hand, when I really don't know what I'm looking for, the packaging plays a huge role. For example – wine. Except for my favorites that I've found along the way, I will completely make a choice based on price and label: mid-level cost and cool label works for me.
Here is a site with some really cool ones, especially Shefa's:
http://www.thecoolist.com/amazing-wine-labels-30-creative-and-unique-wine-label-designs/
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