The product packaging behaves like the catalyst between marketing and branding of products. The main function of all printed packaging pouch are product description, spreading awareness about the availability of the product, identity creation, etc. When speaking specifically about packaging; it is the feature of the product even when it is not the physical part of the product. A packaging pouch is generally made of materials such as metal, plastic, glass, etc. so that the main product can be protected from the harsh conditions while in-transit, on the shelves of the store, etc. Apart from this protective property, the packaging also displays shape, pattern, size, design; colour, etc so that the product can be distinguished as well as recognised easily from the other products.

Protecting the product from any physical damage is the key concern for any packaging pouch of any material. The protection is aimed against vibration, compression, water vapour, temperature, oxygen, dust, shock, etc. Then the next property or the feature that is expected from all packaging materials and pouches is delivery of right and complete information to the customers. This specifies how to use the product, recycle, transport, dispose, general information, content, etc. A feature that very few people understand and the packaging pouches can offer is protection from theft. This is so because, once the package is opened, or its seal is broken, it cannot be re-done. Hence, it is protected from the theft of misuse.

Then another feature is convenience offered by all the packaging pouches. They enable perfect handling, closing and opening, reusing, storing, and disposal of the product. The packaging of a product and its labels are designed keeping in mind various factors. However, the main aim is to make the product and market it in the best possible way. This is the reason that every company tries and market is product different from the competitors so as to create a brand image and attraction in the eyes of the consumer to buy the product. When a product is related to a particular design or style, it is able to create its separate identity from the other products in the same category. The whole idea of using packaging pouch for products is uncomplicated and simple. But in the real world, the whole process requires proper thinking, planning and them sound implementation. These days companies are investing huge amounts into creating unique as well as attractive package for its products and then setting up the right tools, equipments and the man power in converting the Plans into actions. The reason behind such a huge investment is that, the packaging pouches are the first thing that influences a customer's decision of purchasing or not to purchase the product.