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 seduction method when it comes to getting new customers or retaining old buyers.

From the point of view of marketing , packaging must have as its main objective 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 given product, since in many occasions a client decides what good to buy being in the presence of this and guided by its appearance or the information that Offer by means of an attractive or original label, packaging or design.

In this sense, packaging commonly helps to make a product’s brand image more durable and effective by giving it a certain added value that the public is able to perceive and remember as an identifying element of the brand and, therefore, of the company or firm. Therefore, it is usually considered that we would be talking about a direct and decisive form of communication with the client at the crucial moment of his decision.

Through product design, packaging and preparation for the public, distribution and commissioning, good packaging can achieve this final objective if it involves a perfectly coordinated system that ensures that the information is protected, preserved and displayed. desired at the time of designing the marketing strategy .

In an increasingly competitive environment, packaging has become a good marketing tool with which, 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 a personality of its own that distinguishes it and makes it special. In this sense, packaging is often spoken of as the element of the marketing mix present 365 days a year.

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