You don’t want the customer’s first experience with your product to be frustrating (or painful):
Yes, that is me opening my new electric toothbrush. I knew I had to get out the video camera when I saw it was that dreaded plastic packaging. Even worse, this whole bit was in a cardboard box, so the plastic is completely unnecessary. Compare this experience to opening a product from Apple.
From the article linked above:
According to the Consumer Product Safety Commission, injuries from plastic packaging resulted in 6,400 visits to emergency rooms in 2004.
I’m surprised the number isn’t higher.
The good news? After all that, I like my toothbrush.