I used to retail Jigsaw puzzles, big turnover, so mainly bought direct from manufacturer, as opposed to wholesaler, all our deliveries were in brown card boxes, as I suppose the deal was done, the account charged, so appearance did not add to further sales.
Where goods are going to be displayed/stacked for end purchaser to choose between competing brands then yes, white background gives a definate advantage, for example apple cartons are ususally white card, presumably to catch the eye of buyers at wholesale markets.
Items for say kitchen use, are very eye catching in their colour detail & "Claims" when in their individual boxes. But when those same items are packed in boxes of 6, 10 or even 144, the boxes are usually very basic.
Very noticable if you ever visit a trade wholesaler dealing in LARGE quantities.
we had a very noticable difference in attitude to packing quality, in our suppliers, one German firm of top quality puzzles, the sigle box with one puzzle in would be made of card as good as the puzzle itself, the shipping carton with say 20 puzzles in was so strong that if you taped it up empty it was strong enough to sit on!!
Another company with cheaper puzzles, the shipping cartons were so flimsy they barely made it off the delivery lorry before disintegrating
So if your contemplating printing out your own, its easy to print on white card 60 or 80 gsm,
but for brown I have used very stiff kraft brown wrapping paper.
it could depend on the place you intend displaying it, end consumer use, or commercial bulk use.