• May 21, 2024

The Role of Packaging in Marketing

 The Role of Packaging in Marketing

Packaging is advertising and cashing in simultaneously. It protects what it sells and sells what it covers. Product packaging is an essential tool in the market tool shed nowadays. Yet, too many marketers think that it is a burden.

As a businessman, you may spend thousands of dollars creating advertising campaigns and promotions, raising brand awareness to send people into stores to buy your brand; why? Why are you spending a significant amount of money if you can promote and sell simultaneously?

Instead of wasting money, use packaging as the number one marketing tool. It is not something only used to look good and make your product luxurious. The core is to use packaging as a crucial element in driving sales for your brands. It helps to boost your customers in a short interval of time.

Why is packaging important for your business?

Whether your business is about cosmetics, custom jewelry, food, beverages, candles, electronic items, clothes, or shoes, anything requires a good package. Good Packaging does not include a product in the box, and wrap wraps are the proper strategy.

It is way more critical for business. In 2022, online business is growing very fast, folk buys online from other countries, and these products come to us with safe packaging. The ten purposes of packaging are given below.


  1. Packaging material serves the primary purpose of protecting the product and maintaining its functional form.
  2. It prevents damage that could affect the product’s usefulness.
  3. Since product tampering has become a problem for marketing, packaging techniques have developed to counter this danger.
  4. Packaging can also be formulated to foil shoplifting.
  5. Promote a product by communicating its features, uses, and benefits.
  6. Apart from holding, protecting, defense, and preserving is also an essential function of packaging.
  7. At the time of usage, the packaging is developing to make a product more desirable.
  8. It plays the role of communicating through product, both verbal and nonverbal communication.
  9. It can inform potential customers about the product content, features, uses, hazards, etc.
  10.  It can create a desirable image using appropriate colors, photos, and textures.

Brands can communicate through packaging:

If the customer won’t know where you stand? What’s your goal? Then Why would anyone buy your product?

Let the customers know something about your brand and product. Today’s customer demand that brands be relevant to them. Also, packaging creates a powerful emotional connection with your customers, which is an effective marketing tool.

However, modern consumer marketing methods would only succeed if the right message will communicate through a package. Your brand is supposed to be considered a downgraded market. Do you want that to happen?


If not, tell consumers where you began and where you are now—your. Your success story or anything that catches their attention. Tell your customers at least one key point that differentiates you from competitors.

The packaging you apply reflects the brand you own:

Without a doubt, the packaging reflects brand identity. Packaging attracts consumers through its visual and structural elements. Therefore, it is a task of design that a brand must do appropriately to accomplish customers’ wants.

A study by Pieter and the wallop shows that by observing its visual elements like logo, image, pictorial, product description, etc. Inadequate packaging can sometimes also consider as the downgraded structure of a brand.

The design of packaging needs to create many requirements. The summarized list of packaging elements you can apply is as follows.

  • Shape
  • Design
  • Color
  • Material
  • Graphic applications like font, logo, image, etc.

Resellers may refuse to carry the product if the product has a loosening package or is challenging to store. Even warehouses would be less effective if the packaging was leaked labels or brought incomplete details.

Therefore, it is advisable to focus on packaging designs as an essential thing. However, good packaging makes your brand touch the sky, and lousy packaging falls, making the brand the ground.


Without a doubt, the packaging is today’s concern and an essential part of the marketing process. A package is a tool to communicate the soul of the product.

It means more than just wrapping the product. Good packaging provides structural strength, high value, physical protection, and many more. When it comes to design, it is necessary to define the product with enough details.

However, it is that packaging will attract much more attention in the future because of the current trend in consumer markets

Shabbir Ahmad


Shabbir Ahmed is a professional blogger, writer, SEO expert & founder of Dive in SEO. With over 5 years of experience, he handles clients globally & also educates others with different digital marketing tactics.

Related post