"To me, though, the main objective of good package design is to create a connection between the product and the end-customer. Like any well-made art, effective design evokes a reaction from the viewer. Whether the reaction is positive or negative is irrelevant. The key is to demand attention and, ultimately, more interaction through the package design."
There are an incredible number of elements that compose good package design. For instance, is the package structurally sound? Does it fit well in the desired retail space? Does it convey the mood and feeling the client was looking for? Does it contain all pertinent information to inform the customer? And so on and so forth.