Summary Overview Packaging involves promoting and protecting the product. Good packaging makes products easier to identify and promotes the brand at the point of purchase and in use. The Strategic Importance of Packaging Packaging Makes a Difference. Packaging can do more than contain and protect the product. The package can make the product easier to use and more convenient for the customer to store.
Packaging Sends a Message.
Creative use of design in packaging can visually help to tie the product to other elements of the promotion mix. May Lower Distribution Costs. Good packages save space and are easier to handle and display. In helping distributors and end-sale retailers, good packages are more welcome by these intermediaries. Federal Fair Packaging and Labeling Act.