The suggestive power of packaging as a communication tool. Packaging is the face of a product. Packaging not only gives a product its visual identity, but it can also determine where that product is placed on a crowded store shelf and can be the crucial factor in determining our decision to buy. Over the last few years, however, the understanding of the role of packaging has changed. In the past, packaging was thought of as an extension of the product's print advertising campaign--as a mere projection screen for established logos and brand messages