The purpose of product packaging is to protect the product from damage. Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. Most products have some form of packaging.

Many customers don't have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so they use a shortcut to make their decision.

Packaging tells why your product or brand is different. Some of the most successful companies in the world understand that their packaging is as important as the product itself. Think Apple. Think Tiffany & Co. Think Trunk club. Never heard of Trunk Club?

It was their packaging that caught the eye of Nordstrom’s. Nordstrom’s bought the company as a start-up for $350 million dollars.

Packaging can also have an adverse effect in a positive way.

To help curb the appeal of smoking to younger people, the Australian government drafted legislation to only allow plain packaging on packs of cigarettes. Companies were not allowed to use their logos or typeface. This bold move resulted in the biggest decline in smoking in 20 years. This legislation served its purpose and accomplished what it was intended to do.

Product packaging should never be an afterthought and should be considered carefully. It  is crucial  to make sure that you have the right packaging and can be the difference between the success or failure of your product.