Package Design is a complex process which requires a lot of researching and prototyping, and it starts even before the actual 'design' begins.
A great packaging is not only a pretty packaging, it is a solution that takes into consideration the material, the production line, the shipping method, the storage - while looking appealing.
People are affected by packaging of a product more than they know. In a competitive market, a great packaging will stand out amongst the rest and speak to its target audience. But to make its way there, it's not just the label, it's the thinking process behind that counts.