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