Packaging

"This is a particularly important influence in consumer markets. Packaging must be viewed not only in terms of how it helps to persuade customers to purchase but also in terms of the extent to which it minimises damaged goods that need to be returned or replaced. The consequences of inadequate packaging upset customers and significantly damage the effectiveness of communications."
- Wills et al (1980)

Wills G, Cheese J, Kennedy S, Rushton A. Introducing Marketing. London Pan 1980