Product packaging is a significant component of the new product development or renewal process. Brands use it as a way to create consumers’ demand, as it is the only way to inform and convince them about the product function and benefits. For customers, the packaging is important, as it gives them more information about the product and determines its quality level. Interest for creating appealing packaging have clearly increased over the years; however, with the fast-evolving technologies, such as smart, active or flexible packaging, and the increasing concern for sustainability, it will become even more central.
