The history of packaging dates back to as far as 5000 years. In those times, materials such as wood, glass, and leaves were used to cover or store the product. Modern technology has come a long way that now it provides strength, protection, functions, and aesthetics to the product. Today, the packaging is an essential part to the success of a product, as a significant purchase decision in retail is based primarily on the effective functioning and good aesthetics of the packaging. Not only the packaging gives the brand a more premium feel, but it also protects it from extreme conditions including heat, light, air, wind, and moisture.
Phillip Kotler wrote about the famous 4 Ps of marketing: Product, Price, Place & Promotion. However, thanks to the modern technology, ‘Packaging’ can surely be considered now as the 5th ‘P’ of marketing for any product.