1.0 Introduction Packaging plays an essential role in contemporary society. It contributes to production, distribution, preservation and so on. In the chapter one, it will explore the function of packaging and its importance in the marketing mix, which is essential to understand the reasons why packaging can promotes the brands and makes the products stand out. 2.0 Defining packaging 2.1 The definition of packaging Stanton, Etzel and Walker(1994) define a package as "the actual container or wrap". The …showed first 75 words of 1223 total…

…showed last 75 words of 1223 total…Conclusion The above information highlights the immense importance of the packaging and its various functions. Certainly, packaging plays different role in different market due to carious culture, lifestyle and custom. But 'packaging always is the communicate form of branding' (Yeshi 1998). Regardless if whether what the market is, these information should remind graphic designers that they always need to pay attention to the packaging design. Otherwise, even the most ingenious positioning concept brand will fizzle out.