Totally. There’s something special to even the smell and the feel of the bags, etc. in your hand when you open something like an iPod package, or a new laptop. That’s something that higher end products can afford to tinker with- if you pay $150 for an iPod, what’s $5 more for the perfect shock-absorbant padding? Of course, the lower the price, the less that holds.
And that’s where marketing consulting really comes in. It should give you an idea of exactly what your customers want to experience and what they’re willing to pay to get it based on solid research, so that you can make decisions based on numbers as well as your long term goals for your product. Like, "we have this great package that will add $5 to the end price, but we also have a world-shatteringly cool package that will add $10. " Marketing consultants should be able to give you solid numbers about which packaging is best for your bottom line, and you can make the decision. Maybe you’re willing to give up profit to look cooler, which could mean bigger overall sales, or a niche in the market which means security.
It’s kind of fun. Not as fun as designing the product, but that’s why god made boring business minded people like me.