Well, if you didn't like any of the packaging for the PepsiCo. Inc. made by Arnell Group, check out this article. It kinda validates what I do for a living. Even though 90 percent of what I do may not see the light of day, consumers are still looking. They know what they like, whether or not they can explain why they do or don't. It's amazing how important design is and the role it plays in is so many peoples lives, and yet they don't even know it until it's gone.
