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Why We Package

At a basic level, we package to protect, contain, and identify products and materials from point A to point B. Sometimes that’s the extent of what the package does. More often, there are other objectives behind why a product gets a package. These might include the vast number of specific marketing objectives to render a competitor helpless or take a step in the direction of a clear competitive advantage.

Or perhaps a product needs to be kept until consumption or at a certain temperature until it reaches a final destination. And, of course, the objective may be to protect it from kleptomaniacs getting their fix while getting away with your goods. We package for many reasons-with most objectives prioritized based on the contents and the intended audience or consumer.

We package because we need to; how we package is up to each of us. Asking the “how” and “why” questions are good starting points for any packaging design process.