Everyone has an opinion about packaging, and a package redesign never goes unnoticed. For certain products we have a very strong perception of what the packaging should be like and will not forgive a marketer who makes the mistake of downgrading or even upgrading a familiar product’s packaging. In fact, the emotional attachment people exhibit toward a particular design or element of design for a product demonstrates the tremendous and sometimes surprising equity packaging holds on the consumer psyche.

Emotional Branding by Marc Gobé