An introduction

"Never judge a book by its cover" is how the saying goes. It stresses the importance of how a product — good or bad — should be judged on its merrits and not on the way it looks, no matter how appealing to the eye. But although most of us understand this concept, the majority of people — if given the choice between two unknown products — will still go for the product that looks best, with no regard to quality.

So ask yourself this: if a 'bad' product can be sold because of the way it looks, imagine what the right 'packaging' can do for the right product. No matter what you are trying to sell: goods, services — even yourself — never underestimate the value and power of 'visual impact'.