Your product teams surely have already finalized their lineup of holiday winners, the new gizmos and must-have widgets that you hope end up on everyone’s wish lists.

Unless the product gets noticed by consumers, however, those product design efforts will go to waste. On the crowded holiday shelves and search result pages, even the greatest new product needs distinctive packaging. Your product packaging is another—and an increasingly important—opportunity to attract consumer attention. Well-executed product packaging can support and strengthen your brand identity, differentiate your product on the shelf, and convey important, and often required, information to consumers.