Two choices.
Error on the side of caution and tradition, content to tweak existing products and services.
or…
Be bold, reshaping and creating things that are completely new.
Each has its rightful place. The tough part is figuring out which to choose. Congratulations Kraft, on knowing when to take the bold path.

We are in a period hailed as the decade of design. Louis Cheskin’s theory of “sensation transference,” is still relevant, even more so today. In a nutshell, Cheskin believed that when people assess something in a supermarket or a website, they will unconsciously transfer sensations they have about the design or packaging of the product/website [...]