"It must attract, identify, and denote quality. It must give information, permit the product to be seen (if possible), and make the shopper want to buy it."
-- J.H. Balmos, Container Corporation of America

"Packaging is the last and best chance to influence a prospect this side of the checkout counter. Arrange all your packaging messages in a 'natural reading sequence.'"
--Marty Neumeier
The Brand Gap