Packaging involves designing and producing the container or wrapper for a product. Traditionally, the primary function of the package was to hold and protect the product. In recent times, however, numerous factors have made packaging an important marketing tool as well. Increased competition ad clutter on retail store shelves means that packages must now perform many sales tasks-from attracting attention, to describing the product, to making the sale.
Definition 2.
Packaging includes all the activities of designing and producing the container for a product. Packages might have up to three layers. Cool Water cologne comes in a bottle (primary package) in a cardboard box (secondary package) in a corrugated box (shipping package) containing six dozen bottles in cardboard boxes.
Packaging is the development of a container and a graphic design that will identify, protect, and attract attention to a product.