Why are package designers rethinking the box?

Do you keep your iPhone boxes—or toss them? This simple question sparked a heated debate on Twitter earlier this year that, at its heart, is really about the role that the design of packaging plays in our lives. At the same time, online shopping keeps gaining huge momentum, especially during the pandemic. And that’s changing how we interact with the boxes arriving on our doorsteps, and the way packaging designers think about the products we buy.