Packaging must meet the requirements of attractiveness and consistency between its visual appearance and content.
Many product launch failures are due to errors in the representation of marketing functions: positioning error poor attribution. Therefore, these functions should not be neglected when designing the packaging, whether primary or secondary; they must be perfectly analyzed and then validated through the functional specifications.
Alert function associated with Colors, shape, graphics: contributes to consumer attention.
Attribution function associated with visual codes signifying reference universes (logo, brands, images, signs, range effect) helps classify the product in these reference universes.
Positioning function is expressed by the Nature of the material (+/- resistant), visual quality (shine, opacity), sensoriality (soft touch): it reflects the psychological perception of the consumer in terms of quality, performance, safety, expected benefit.