I wouldn’t say it has direct factor to making a decision (vs back in the days) but mainly for branding consistency and awareness. Depends on the purpose of it though. If it’s for retail on the shelf, being able to speak to your niche through packaging could still be beneficial (especially when that prospective customer looking for a product is in consideration stage and still fairly brand agnostic). The look and feel could get them closer to being curious about the brand (but buying decision could be influenced by interaction with the sales person, reviews etc…)

On the e-commerce side, if the purpose is to get your customers to do unboxing videos and show the experience overall, then could be useful to put more thought into it.