Packaging is a set of activities focused on preparing products for storage, distribution and final sale. In marketing, it is used by companies as a method of seduction when it comes to getting new customers or loyalty to old buyers.


From a marketing point of view, the main objective of packaging should be to attract the attention of potential customers. That is why it is considered that this point is basic when it comes to achieving success, or not, for a specific product. Well, on many occasions, a customer decides what good to buy while being in his presence. As well as, incidentally, being guided by its appearance or the information it offers through a label, a container or an attractive or original design.

Purpose of the packaging

In that sense, packaging commonly helps to make a product’s brand image more durable and effective. Since this gives it a certain added value that the public is able to perceive and remember as an identifying element of the brand. For this reason, it is usually considered a direct and decisive communication tool with the client at the crucial moment of his decision.

Good packaging can achieve this end goal. As long as it is linked to a perfectly coordinated system that ensures that the desired information is protected, preserved and displayed at the time of designing the marketing strategy.

In an increasingly competitive environment, packaging has become a good marketing tool. Since, thanks to constant evolution and innovation, companies seek greater differentiation from rival firms. This happens because it is not only about drawing the attention of individuals to the benefits of a product in question, but also trying to give it its own personality that distinguishes it and makes it special. In this sense, packaging is often referred to as the element of the marketing mix present 365 days a year.