Aside from the issue of health warnings in disrupting brand image, there is a raft of other packaging issues that warrant research attention to help understand how packaging might influence brand image. For example, what aspects of pack design are most important in communicating or reinforcing brand image? What roles do colour, pack size, and pack construction, for example, play in influencing potential consumers—especially starter smokers, but also other subgroups of consumers—to select one brand over another? What role does packaging play in helping to maintain brand choice against increasing concerns about smoking health risks? In contrast to the small amount of public health attention on packaging, tobacco companies have conducted a vast amount of consumer research on this subject in their efforts to design packs that might promote cigarette sales. A window on this research has been opened by the public posting of tobacco industry documents made available through lawsuits and under the terms of settlements with the tobacco industry. This paper seeks to better understand, through tobacco industry documents, the role of cigarette pack design in the overall marketing effort used by tobacco companies to promote cigarettes. The paper focuses upon three specific research questions: * What is the role of cigarette packaging in the total marketing effort for cigarettes and how does this vary when other aspects of the marketing mix are restricted, as in the case of advertising? * To what extent have tobacco companies used package design to intentionally influence consumer perceptions of product health risks? * What packaging features most appeal to particular target groups, such as the young, and women?