Matching Pairs packagingOnline version Match the columns by Claire de Sagey 1 when the packaging is glossy and appealing for the customer 2 when it deals to be sure the product will arrive safely and will not have to be returned because of bad conditions, 3 giving the customer relevant data for him to make the adequate choice 4 when it makes the marketing mix be effective or a failure 5 elements enabling the customers to make a clear difference between products and brands protection evaluation differentiation and brand support attracting the customer promotion and information