Package design is the execution of a solution that protects a container's contents, facilitates shipping and storage, communicates with customers, allows repeat use, ensures safety and limits environmental impacts just to name a few considerations. It isn't simply pasting bold graphics on a container.
More companies are striving to match the constitency of great package design as demonstrate by Apple Computer, whereby the packaging itself has meaning for the consumer. 
There are a number of blog postings on the subject of how many customers prefer to hold unto and even display the Apple product packages.NY Times Article
Apple Packaging Article
Doing Packaging Right
Slide Show of Barbie's Packaging Redesign
Package Design Magazine
MS 2007 Box Poor Packaging
iPhone Packaging Video
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