What IS the main purpose of packaging?

For several weeks, we have been polling our CPS Blog readers on what they think the MAIN purpose of packaging is. Admittedly our universe for this poll is small, only 22 votes. But, even a small sampling can give us some ideas.


Fifty percent believe that the main purpose of packaging is to encourage purchase. Protection came as second most important, a necessary evil came as third, and education is last. What can we glean from this data?

Packaging is your best salesman. We've cited several times in this blog that studies show that you've got less than three seconds to persuade the customer to buy your product. Our responders, at least, believe that packaging makes that decision easier. A good package catches the eye, says what it does, makes you a promise, and you have to decide if you can live without it.