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 the packaging is glossy and appealing for the customer 3 when it deals to be sure the product will arrive safely and will not have to be returned because of bad conditions, 4 elements enabling the customers to make a clear difference between products and brands 5 when it makes the marketing mix be effective or a failure evaluation attracting the customer protection promotion and information differentiation and brand support