Relatively few product purchases are made shopping list in hand with specific brand, packaging format and size noted. As a result, in the milliseconds it takes for a consumer to notice an item on the shelf, the package design must communicate the product’s message, establish an emotional link with the consumer and prompt the purchase. This requires the “package” to convince the consumer that the product will work “as well”, or “better” than the competition while projecting an enhancing image (function, style, price and quality) of the purchaser. In addition, the product must be easy for today’s time-challenged consumer to select, purchase, open and use.

The complex interaction of package aesthetics and functionality makes the sale and requires us to consider package material, shape, size, label graphics and product visibility as well as handling, opening and installation ease.