Yes, packaging must protect the product, allow for safe transport, enable convenient storage in stores and in households and help in using or measuring the product. Sometimes packaging prevents theft. And of course products must carry labels that inform, warn, explain and comply with rules and regulations.
But the best packaging does a brilliant job of selling from the shelf, coordinates with other marketing elements and contributes to customer satisfaction. Ideally, it's also earth-friendly and adaptable to other uses.
Buzzfeed collected images of clever packaging last year--see them here. Packaging of the World features good packaging examples from everywhere.
Above, an example of a Coca-Cola bottle customized with given names for the Australian market. This 'Share a Coke' campaign resulted in sales of 250 million Coke bottles and cans just in Australia.
The campaign was expanded globally and was repeated in the UK this year, with more names plus 'Mum' and 'Dad' and 'Bestie' to attract consumers who wanted to share a Coke with family members and friends. The success of the campaign illustrates the power of good packaging with marketing as a priority.
