["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nCan imperfect packaging make a product feel more human? In a marketplace that often equates flawless packaging with quality, crumpled packaging presents an intriguing paradox: the very cue that appears visually flawed may signal human contact. Although prior research has examined how design elements shape consumer perceptions of products and brands, limited attention has been directed toward visual irregularities in packaging, particularly crumpled packaging. Drawing on six main experiments (N = 1413) across diverse product categories and materials, this study investigates how crumpled packaging influences consumer responses. Grounded in associative learning theory, we argue that crumpled packaging can activate perceived human contact by evoking learned associations with prior handling and human involvement. When interpreted as environmentally meaningful, this perception can foster a warm glow and support more favorable evaluations. Perceived environmental friendliness further clarifies how perceptions of human contact foster a moral emotion linked to socially meaningful choices, and this effect is amplified among consumers with a high need for touch who are more attuned to tactile visual cues. Challenging the conventional view that irregular packaging signals damage or contamination, we suggest that crumpled packaging can be interpreted as a meaningful cue of human contact when presented in an advertising context. By identifying how visual irregularity can acquire favorable meaning, this research contributes to studies on visual cues, consumer meaning‐making, and moral emotions. The findings also offer practical implications for how irregular packaging cues may be framed in advertising and sustainability communication.\n"]