Packaging is an effective marketing medium that helps to build consumer relationships through possession and usage. Packaging innovation, design and value packaging are used to promote the product, distinguish products from competitors, communicate brand values and target specific consumer groups. These packaging strategies, together with the visual and structural aspects of packaging design, such as colour, size and shape, influence consumer perceptions and purchase and usage behaviour. They give packaging an important role both at point-of-purchase and post-purchase.
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