It has often been said that the packaging is the best advertisement for a product: In today's competitive businesses, it is even more true. Good packaging design is a key part of retail success.

Packaged products are not independent: they are supported by advertising and promotion. The design must share and reflect the aims of the advertising program, for example through slogans, colors or images. The packaging must also follow the marketing plan in addressing the target audience.

The basic graphic design skills - use of color and type, right sense of balance and proportion, choice of materials all should apply to packaging design. But packaging design is three-dimensional, and is applied to bags and boxes, cans and bottles as well as to flat surfaces.

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