Packaging design is far more than just a vessel for a product; it is a powerful tool that communicates a brand’s values, evokes emotions, and often dictates consumer purchasing decisions.

A version of this story appears in the August 2019 issue of National Geographic magazine. Around tables strewn with Exacto knives, bowls, cutting boards, tape, funnels, and bags of hemp powder ...

We’ve all experienced it—walking into a grocery store for a quick errand, planning to grab just a few essentials, only to walk out with a cart full of items you didn’t plan to buy.