Product Packaging

Package designers must make packages exciting, appealing and functional.

• Identification
  Package design must reflect the tone, image and personality of the product concept.
  Quality of package (wine, cosmetics, etc.) is the primary determinant of the consumer's perception of product quality.
  Same package and label design used for years can give product instant recognition.
  
• Containment and protection
  Package must adhere to government and trade protection requirements.
  
• Convenience
  Retailers want packages that are easy to stack and display.
  Consumers want packages that are easy to open.
  
• Consumer appeal
  The package's consumer appeal is the result of many factors -including size, color, material and shape.
  
• Economy
  The cost of identification, protection, etc. adds to the production costs.

1. package contains the product
2. product alone (doesn't work well for non-packaged goods)
3. Product in use (Car being driven)
4. How to use the product
5. product features
6. Comparison of products
7. User benefits
8. humor
9. Testimonials
10. Negative appeal (what happens if you don't use product).