After a product is created, the way it is displayed in the packaging is another important aspect. Depending upon the store where this merchandise will be sold determines what the packaging should look like as well as how it should be displayed. Retail stores come in a variety of shapes and sizes; and because of this, retailers face some challenges when deciding what is the most suitable format of packaging for their merchandise.

By finding the best way of displaying items for consumers, retailers can ensure that their product sales will increase by attracting and keeping shoppers. Custom packaging provides the customer with a variety of options that can present their brand while keeping the product safe until purchase. With packaging methods available to hold a variety of items, each container can easily be customized according to its size, shape, and special characteristics.

Leo Burnett, a marketing pioneer, once commented on successful marketing strategies for companies with these insights: “Make it simple. Make it memorable. Make it inviting to look at.” As businesses strive to innovate and bring new products to hungry customers, the difference between successful launches and failures is likely tucked away somewhere between simple and inviting. Thus, the primal purpose of any marketing team evolves as the company works to brand products that will hopefully bond with customer interests.