All of the research and creativity that results in a new product is directly applicable to the product’s package design. The emotional hooks that make a product uniquely appealing need to be communicated and accentuated when the product is in its package. Too often, the emotional attributes of a product are ignored, covered, or diluted by the package design. At Sundberg-Ferar, our goal is to leverage the thinking that went into the design of the product and use it to develop a packaging strategy that “shows off” the relevant and unique purchase decision drivers associated with the product itself.