The role of packaging is threefold:
• sell the product
• protect the product
• facilitate use of the product
Packaging graphics have more to do than simply look pretty. They must work to cut through the white noise that is the crowded shelf, and attract a potential buyer. Once they attract a buyer's attention, packaging doesn't stop working. They must convey information, about how much they and their contents cost to buy, the ingredients they contain, and whether or not they can be recycled.
Most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get first time buyers to buy your products.