The overall presentation of a packaged product on the shelf is a major means by which a consumer makes a value judgement and informs the decision to buy - perceived value is very highly influenced by image. The evocative power of a good package design is immediate and irreplaceable. It must have a strong shelf presence - draw the attention of the target audience, instantly differentiate the item from competitors’, maximise appeal and encompass longevity. It is an essential strategy to influence the impetus to purchase and the strongest indication of the manufacturers’ pride in and commitment to their product, and so a critical reassurance for the prospective customer.