[stordoff]

As a current subscriber (who has been receiving the old packaging), the new packaging is off-putting:

* It looks childish. If you are familiar with the Japanese style of advertising etc., probably not an issue, but as a box to be sent anywhere and to be received in a variety of settings (workplaces etc.) it seems like a poor choice.

* Anime may have poor connotations (unfair IMO) as pointed out elsewhere in the thread, which will reflect on the receiver.

* It feels corporate / like advertising. It may seem silly, but I'm more likely to continue subscribing to a small company if I'm on the fence about canceling.

* It feels like a waste of money. The current packaging is utilitarian, which signals that money is being spent only where it needs to be. The new packaging feels like an unnecessary indulgence, which would make me think I'm getting less value out of the subscription.