Book excerpt: Packaging design, in fact, is an act of balancing between creativity, personality and functionality. First, your new packaging needs to be distinctive and should really stand out. This is a pure challenge of creativity, to come up with something nobody else has done before. Sometime that means extraordinary boldness, pushing the limits, solutions that are larger than life. Second, the packaging has to instantly say something about the product. Packaging has no role of its own; its sole purpose is to bring the stuff inside forward. This means that packaging has to convey unmistakably the products message. The book collects nearly all the latest wonderful packaging design works, featuring a wide range of CD, wine, food, household article, and cosmetic packaging, from designers worldwide. Some of them show creative ideas which enrich our life; some present different packaging styles from around the world. The book also includes some excellent student works. It gives those students a stage to display their designs and the book is enriched because of it