ABSTRACT
Packaging design should consider customer requirements but also the needs of retailers, wholesalers and distributors who will be required to handle and stock the products, and in many circumstances display and deliver the products. Tamperresistant packaging is often desirable to both channel members and customers, but in all packaging executions, cost is an issue. The promotional application of packaging is a major issue for marketers who aim to utilize their packaging designs to convey a strong brand identity and assist in differentiating their products from rival products. Colour choice is important, as some colours suggest danger, neutrality, calm, luxury and so forth. Increasingly, green concerns are more to the fore in marketers’ packaging decisions, with consumers and regulators becoming alarmed about waste disposal and emissions during manufacture.
