The value of the package relative to the product inside changes as the product moves up the hierarchy of needs. Here are five that showcase that packaging is based on a hierarchy of needs.

PHYSIOLOGICAL: The semi-lean hamburger package contains all the parts and documentation for use of this product including ingredients, recipes, and other fundamental pieces.

SAFETY: Microsoft computer mouse PET Plastic clamshell package. The package protects the product as well as reduces theft or loss.

BELONGING: Flexible plastic packaging for “MyMy” bubble bath. The package presents the brand and product in a way that connects with a larger community of like minded individuals, making the connection between individual and community.

ESTEEM: M Vodka etched glass spirits bottle. The package delivers the confidence, competence, and achievement of the brand and connects with the consumer through highly emotional methods.

SELF-ACTUALIZATION: Method brand surface cleaner in a plastic spray bottle. The package turns benefits into emotional rewards surrounding the brand and the experience of having the brand in the consumer’s life.