Importance of packaging in brand communication and determining elements of cosmetic packaging for communicating brand value to customers

Packaging has a huge role to play in positioning of products. Objective of this study is to understand role of packaging in brand communication and determining elements of packaging for communicating brand value to customers. Dependence of packaging design upon buyer attraction, communication to buyer, convenience in handling and using, salability of product and green aspect; relationships between acceptance for package and brand, country of origin, color association, symbol implication and size; relationships between communication through package and independent variables like information, shape, brand image and symbols/logos; relationship between usability of package and ease of handling, disposability and protection. This review paper aims at forming a better understanding of link between packaging and consumer purchase behaviour & to examine packaging elements that influence purchase decisions.