packaging: where good taste and awards meet

I don't do cereals, partly because I hardly ever do breakfast—bad habit?—and partly because the healthy ones, no matter how well packed with nuts and fruits, simply don't appeal to me—habit again? I didn't grow up with them.

However, I buy cereals for my boyfriend's mornings. And whether I buy the Dorset line because I noticed it in his drawers before or whether he eats them because that's what I buy, this is today our choice of taste and brand.

Or is it mainly our taste in packaging, followed by the discovery that products themselves aren't bad? Was our initial decision weighted and made in terms of the simple, smart, playful and somewhat humble (read grown-up) look of these boxes?

I cannot foray, consciously, so deep into our minds; even less since I believe that decisions are made emotionally and then only justified logically. I feel, however, that the rise of these questions alone is a good hint that we bought the box before the product.

And learning in my random browsing moments that the packaging designed by Big Fish has been awarded twice does little to change my feeling. These said, the funniest turnout yet would be to discover that we're not even in the target group.