If Super Flower is trying to catch your eye with something sitting on the shelf, this should certainly do it. The reflective packaging gives you a quick look at what the power supply is capable of. Ignore the "Overclock Version" sticker on the front. It is just a marketing ploy. While the Golden King is capable of 650W, it is peak power that cannot be sustained and shouldn't be something you rely on.
Taking a look at the back shows some more marketing as well as some specifications and our first look at the power supply. Many will like the "Interior Material Used" section down in the bottom left corner letting you know what some of the components used inside the power supply are. Not only are Japanese capacitors used, but they let you know they are Nippon Chemi-Con caps.
One side of the box is blank, but the other has some more information displayed to give you a little more insight into the Golden King. The top and bottom of the box are also blank and just continue the highly reflective pattern.