Why not all packaging deserves a bad wrap

Consider the following sayings: “Don’t judge a book by its cover,” “Good things come in small packages,” “Think outside the box” — what’s the common thread?

Disregard the packaging!

Okay, perhaps I’m being a bit too reductive, but it still stands to reason that, even though thinking outside the box is crucial in modern business, thinking about the box is also quite important. How was it made? Who made it? Where will it wind up after being used?