Liz Wiltsie

I am a big fan of great packaging. I buy books for their covers and I buy food with better packaging. I also worked on designing packaging at Sassy Tails so I give a lot of credit to those companies that put in the extra work.

I also think too hard about said packaging. I think about what that company is trying to convey and whether I'm convinced.

Most recently, I have been noticing a fair amount of matte packaging on food. Full disclosure: I am a sucker for matte. I prefer matte magazines, books, photos, computer screens, etc. I first noticed the matte finish on a bag of Ritz toasted crackers. Then I started paying attention and I almost always see matte on something that is supposed to be good or better for me. Or organic-ish. This example is of Clif Bars. They are organic and good for you. So their individual packaging is matte and the case packaging is printed craft.

Does anyone else see this trend? Also, I am a sucker for it.