The package is the buyer’s first encounter with the product. A good package draws the consumer
in and encourages product choice. In effect, they can act as “five-second commercials” for the product.
Packaging also affects consumers’ later product experiences when they go to open the package
and use the product at home. Some packages can even be attractively displayed at home. Distinctive
packaging like that for Kiwi shoe polish, Altoids mints, and Absolut vodka is an important part of a
brand’s equity