They say you can't judge a book by its cover and, yet, people do every day. No single attribute influences a consumer more than packaging. It is the Great Communicator. Packaging must captivate before it can sell product. During the critical moments when a consumer is open to suggestion, packaging can reinforce an image, create a mood, build confidence, inform and educate. As well as persuade. Innovative materials, new inks, recycled papers and growing ecological concerns have each influenced three-dimensional design. Effective packaging combined with these techniques becomes a vehicle intent on accomplishing the tasks of storage, distribution, transport and most importantly, communication. Whether a book cover, E-blast, video series, point-of-purchase display, or any consumer item, a product can come to life with packaging that puts its best foot forward.