Definition of packaging

container or wrapper for a consumer product that serves a number of purposes including protection and description of the contents, theft deterrence, and product promotion. Innovative packaging may actually add value to the product if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and nonbreakability. The labels on packages are important components of the overall marketing mix and can support advertising claims, establish brand identity, enhance name recognition, and optimize shelf space allocations. When designing packaging, the cost to manufacture, ship, and display the package must be considered. Packaging must be small enough to accommodate available shelf space and large enough to deter theft. It must also contain an adequate amount of product to keep the unit price competitive. Packaging should be designed to highlight product benefits and can be an integral part of the product itself, like facial tissue boxes. For some products, such as Pez Popper candy, the package is the product. Innovative packaging can create a whole new product class, like juice boxes.