Package design is at the end of brand identity, and is not about creating pretty pictures, but about building long lasting relationships.
Packaging is the silent salesman that never sleeps, advertising your product day in and day out.
The average consumer spends 5 seconds looking at a product, prior to making a decision to purchase.
If you get it right it connect with the consumer, and you will build a loyal brand base. Get it wrong and your product will end up in the bargain bin.