Developing a good packaging for a new product requires making the following decisions.
1. First, the company must establish the packaging concept, which states that the package should be or do for the product. Should it mainly offer product protection, introduce a new dispensing method, suggest certain qualities about the product or something else?
2. Decisions must be made on specific elements of the package. This includes the size, shape, materials, colour, text and brand mark. These elements must work together to support the products position and marketing strategy. The package must be consistent with the products advertising, pricing and distribution.
3. Today product safety has become a major packaging concern. In making packaging decisions, the company must heed growing environmental concerns and make decisions that serve society's interests as well as immediate consumer and company objectives.
