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Most physical products require packaging. This involves the design of a box or wrapper that contains the product. In addition to the function it performs to hold and protect the product it is also a powerful selling tool. The product may also have a case or larger container to ship multiple products within one box. Each of these packages, particularly those that the consumers see before their purchase, offers the opportunity to communicate information to consumers at a critical point in their decision making process.Retail products purchased on an impulsive basis depend heavily on packaging to communicate information and encourage a buy decision. Music CDs, perfume, and software are examples of this.

An increasing number of products are purchased without the assistance from a store employee, magnifying the opportunity and impact of the package.Well-designed packages offer a promotional tool and convenience value to the user.

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