Packaging and labeling play numerous roles in the marketing of a product. The packaging component of a product refers to any container in which it is offered for sale and on which label information is conveyed. Manufacturers, retailers, and consumers acknowledge that packaging and labeling provide communication, functional, and perceptual benefits. Contemporary packaging and labeling challenges include

(a) the continuing need to connect with customers,

(b) environmental concerns,

(c) health, safety, and security issues, and

(d) cost reduction.