The internet can be an ugly place – and not just in terms of cyberbullies or the popularity of sites like Ashley Madison. Some of the world’s most popular websites – like Reddit, Wikipedia and 4chan – are just plain ugly. And yet they're continuing to thrive in an increasingly design-savvy world.

McDonald's is set to unveil new bags, cups and boxes with the aim of refreshing the brand's image. It’s a far cry from the previous collage of symbols, slogans and illustrations; this time, it’s all about simplicity. But can packaging have that much influence on where people want to eat?

“Must a cup or bag suffer an existence that's limited to just one humble purpose?” Given that, as part of its Cultivating Thoughts campaign, Chipotle’s packaging is now adorned with evocative literature, the chain doesn’t seem to think so. But is there such a thing as intelligent wackaging?

Packaging doesn't just protect contents and indicate ingredients – it now talks like we're best friends. It’s friendly, cheery and even cheeky. But do we really want our food and beauty products to hit on us? What makes successful chatty packaging, and when do we want it to shut up?