In laymans language, Packaging refers to packing, encasing or wrapping a product. Packing and Packaging are synonymous in a broader sense. The packaging features include the shape, size, color, surface, graphics, packaging material, labeling and branding of the product. Packaging of a product can win the hearts of consumers since they can sense your product from its outermost layer. Innovative packaging is always encouraged in the market as they can make your product stand out from the other available products. If you really wish to make your product unique in the market, primarily you have to concentrate on making your packaging creative and unusual. In this competitive business world, companies are ready to spend heavily for innovative packaging.
If you look at a product that has excellent design and superior quality, but packaging is cheap and shabby with bizarre design on it, would you like to buy it? Please answer this honestly. Not only the consumers, but also the retailers and importers would not like to buy your product. Now consider a product that is average in terms of usefulness and quality; however it has an extraordinary packaging on it. So it is ought to attract and awe people for buying it.
What do you understand from these two instances? Its simple! One of the main objectives of Packaging is to draw consumers attention for buying them. Proper packaging leads to more sales, profit and brand awareness.
One of the main objectives of Packaging is product marketing and brand promoting. Always remember that the packaging is the key representative of your brand/product. People may or may not remember your product, but they generally tend to remember the way you have packaged it. This leads to brand remembrance and brand reinforcement.
Packaging is essential for any kind of product. With the growing importance of attractive and innovative packing, the packaging industry is one of the booming markets in the country. The role of packaging has widened from past few years.
How can we forget the two basic main objectives of Packaging? A packaging just cannot be attractive and showy. It has to be protective too. Initially, packaging was just to serve the purpose of protecting products from climatic conditions and breakage/leakage/spoilage from rough handling. Packaging also preserves the quality of the product. It should be not pass or absorb any flavor or odor or react with it. This is mainly in reference with food and pharmaceutical products. Packaging can give a longer shelf life and durability to your product. It can truly save your products from the effects of external environment.
Packaging also aims at describing the product and its features at one stroke. Consumers cannot hunt for basic information on the product by contacting the company, browsing the internet etc. being very inconvenient and time-consuming. The packaging of the product should speak for itself and describe what the product is all about. One of the most niche objectives of packaging is to facilitate product/brand distinction. Different packaging represents different products and brands.
One of the factors to decide the pricing criterion of the product is packaging. The more creative the packaging, the more is its price. Packaging is one of the reasons that can justify the pricing of the product.
With the rise in standard of living, consumers are ready to pay extra to comfort themselves for easy handling. Even for the companies, who want to maintain their brand name, image and standard in the market, they need to give importance to packaging. There are many products, which have drastically failed because of their disastrous packaging.

The above article clearly defines main objectives of packaging.
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