Product and price being equal, why would anyone buy the worst looking brand? From mass consumption to industrial, packaging design is the  most direct interaction you get with your customers. An exceptional package will set the brand apart, grab the buyer’s attention on the shelves and generate immediate sales. It will also, 365 days a year, tell a story about your brand therefore generating long term sales as well. Whether or not you buy TV time or magazine space, when you take care of your packaging, you’ve got a permanent campaign going on.