Do you consider your packaging to be a part of the product, protecting its contents and framing its on-shelf life? Or do you consider it to be an integral part of your connection with your customers at an important moment of truth, that of purchase and usage? Or both of these?
If you answered both, then I believe that you are making maximum use of your packaging or at least you recognise its potential for communicating.
If you answered only one of the choices, then you may be missing an important opportunity. Let me explain, with a few examples.