"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