Packaging design connects form, structure, material, colour, imagination, typography, and regulatory information with supporting design elements to create a product suitable for marketing. Its primary objective is to manufacture a vehicle that contains, protects, transport, transmit, store, identify and differentiate a product in the market. Finally, packaging design aims to fulfil marketing objectives by uniquely communicating a consumer product’s personality or function and generating sales.
The average supermarket has thousands of various products lining the shelves. Department stores, mass merchandisers, speciality stores, outlets, and the Internet are all retail marketing sites where products are brought to life and attract consumers through their packaging design.