The design of the product or the service package is another decision component of the
product. Packaging can be defined as “all the activities of designing and producing the container
for a product.”  Packages “engage us consciously and unconsciously. They are physical
structures but at the same time they are very much about illusion. They appeal to our emotions
as well as to our reason.”  Thus the package communicates both emotional and functional
benefits to the buyer, and it can be a powerful means of product differentiation. A well-designed
package can build brand equity and drive sales.  A poorly designed package can turn the
customer off and can lead to wrap rage—the anger and frustration that results from not being
able to readily access a product, which often leads to injuries.
Although difficult-to-open packaging may be seen as necessary by the manufacturers and
retailers, it does not do much for a positive customer experience.
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