http://www.thedieline.com/blog/2009/06/cutting-packaging-down-to-size.html
This article discusses the attempts companies are making to reduce the amount of packaging materials they use. The main concerns are environmental and cost driven. I have seen companies try this out on several occasions for example, Apple. Apples ipods used to come in this impressive large cube to give the appeal that you were purchasing a luxury product. Now Apple has cut its materials drastically to package the ipod in a sleek thin box. I have also seen bottled water companies switch their bottles to thinner plastic thus less waste. This is one example where I like the idea but dont love the result, the bottles are less sturdy.