Many products require some form of packaging to be safe and ready for storage, distribution, and sale. But packaging design can also communicate directly with consumers, making it a very important marketing tool. Each box, bottle and bag, each can, container, or canister is an opportunity to tell a product story.

Packaging designers create ideas, develop humour and create files ready for product printing. This requires expert knowledge of printing processes and a deep understanding of industrial design and production. Because packaging design touches many areas, it is not uncommon for designers to find themselves creating other product items such as photographs, drawings and visual identities.