Packaging has to meet certain criteria in order to justify its position within the promotional mix. The outcome of meeting all your packaging requirements should be an item of packaging that protects and enhances the sales appeal of your product.

There is no definitive list of the attributes of packaging, which will vary from specific case to case, but here at least is a list of factors that should be considered:

How will it protect your product during transit?

Depending upon whether the product is frozen, to be shipped overseas, contains easily perishable goods or is very fragile, you will need to use different physical packaging solutions that allow the product to reach the retailer and the consumer in peak condition.

How will it display your product at the point of sale?

Will an outer pack fold over to make a display pack to go onto the counter

(popular with children's confectionery) or will it show how delicious the contents look when they are thawed, will it allow the customer to see the colour or texture or shape of the actual product?

How will it promote your product at the point of sale?

Will you use the pack to 'shout' at the customer with on-pack offers, recipe ideas and so on, or will you...