The old adage “don’t judge a book by its cover” doesn’t always apply in the world of advertising. Companies invest a good portion of their marketing budgets to be packaged properly. The job of the package is to get people to try your product. If they like your product, you have a customer. However, if you can’t create an appealing package, they may never try your product and never learn to value your product based on what is “inside” the package.