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A means of protecting the product to be marketed (for example, the package has to be the right size to receive the product from the production line); a way of making the product highly attractive to customers; enabling easy use or consumption of the product; helping to meet legal requirements (for example on material, on waste disposal, on consumer information); and, occasionally, adding value to the customer experience of the brand. The most visible form of packaging for marketing purposes is the consumer package. These packages must give high visibility to the brand name. They must have an appropriate size relative to the product contained within. The package must be highly attractive in order to command the consumer's attention. This attractiveness may come as a result of colour, originality or distinctiveness of design or quality of materials used in the package. An impression of good quality is always important even if the product is low price.

Subjects: Marketing.

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