After having developed the product and discovered the USPs, there comes a stage in the process of launch of any product that we call packaging…..a very important step that alone can make or mar the product.

Marketing literature defines packaging as “all the activities of designing and producing the container for a product.” It’s usually taken as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean.

But in reality packaging gives the perception of the product being good or bad, being excellent or inferior; being marvelous or mediocre, being superior or substandard, being classic or commonplace, being sensational or superficial, being stunning or shocking, being terrific or terrible, being impeccable or usual, being ultimate or un-remarkable, being immaculate or erroneous, being original or imitative, being fascinating or frustrating and the rule is “Perceptions become reality” ultimately. Products are experienced later on, first they’re perceived in the minds. Packaging creates the perceptions.


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