ABSTRACT
Although the fundamental role of packaging is to contain, protect and preserve product content, it is also a strategically important marketing communication tool. This chapter provides an overview of the roles of packaging, with a particular emphasis on packaging as a marketing communication vehicle. This chapter first discusses the four functions of packaging: Containment, protection and preservation, convenience, and communication. It then examines packaging from a marketing perspective and presents research to support the effectiveness of packaging in influencing consumer behaviour. Last, the chapter introduces the concept of packaging elements or cues (e.g. colour, visual images and brand logos) and draws support from theories regarding the reasons that packaging elements may shape consumer perceptions of a product via its packaging and, consequently, their purchase behaviour.
