Packaging is an important aspect of product strategy. Traditionally, the package provided functional benefits such as economy, protection, and storage. However, the role and function of the package have changed because of the self-service emphasis of many stores and the fact that more and more buying decisions are made at the point of purchase. One study estimated that as many as two-thirds of all purchases made in the supermarket are unplanned. The package is often the consumer’s first exposure to the product, so it must make a favorable first impression. A typical supermarket has more than 20,000 items competing for attention. Not only must a package attract and hold the consumer’s attention, but it must also communicate information on how to use the product, divulge its composition and content, and satisfy any legal requirements regarding disclosure.

Moreover, many firms design the package to carry a sales promotion message such as a contest, sweepstakes, or premium offer. Many companies view the package as an important way to communicate with consumers and create an impression of the brand in their minds. In other instances packages can extend the brand by offering new uses. For example, Listerine’s PocketPaks have created new opportunities for the mouthwash. Design factors such as size, shape, color, and lettering all contribute to the appeal of a package and can be as important as a commercial in determining what goes from the store shelf to the consumer’s shopping cart. Many products use packaging to create a distinctive brand image and identity. The next time you walk by a perfume counter, stop to look at the many unique package designs. Packaging can also serve more functional purposes. For example, Tylenol’s Safe-Ty-Lock bottle protects children from consuming the medicine when they shouldn’t.