The organised retail industry is growing phenomenally.  The retail industry will be able to maximise sales when the products on display are eye-catching.  Therefore packaging becomes a very important aspect of selling.  The role of packaging is multifarious in the organised retail industry: it maintains the shelf life of the product; it makes the product easy to display and gives it an attractive look.

A major requirement is that the package should use shelf-space efficiently – in organised retail, sales per square foot of space used is a very important factor. 

A consumer will always want a product that is durable and convenient to carry.  Packaging contributes significantly to both these aspects.  Earlier, mostly metal and glass packaging was used.  Over the years that lost its charm because of its weight and inconvenience. Flexible packaging proved to be a much more useful substitute.  The world is moving towards disposable items and the packaging industry is moving along with it. Constant innovation is required to keep up with evolving customer tastes.  Major brands have now gone in for a change of packaging because of modern trade.  There is now a more frequent change of packaging, including graphics, than there was earlier. The design, shape and colour of the packaging are all important factors that entice a customer to take a second look at a product, luring her to buy on impulse.

There are a number of things that have to be kept in mind when designing packaging: (a) The shelf life expectation of the customer; (b) the customer’s convenience in using the pack; (c) the impact of the material on the product that is inside - this is particularly so for the pharmaceutical and food industry;  (d) The time taken in transit.  This depends on the distance that the product has to travel.  Primary and secondary packaging must withstand logistic loads. (e) Finally, the shelf-life appeal.  The product must be attractive and eye-catching from a distance.