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Great packaging can't make a bad product better -- but it can make more people buy it, at least the first time. That's why packaging design is a big part of many consumer companies' design budgets.
Packaging design covers bags, boxes, wrappers and labels. It also includes decisions such as "how much of the product goes in a trial size package?" and "what is the relative cost of this box vs. that box?" Packaging can be one of the more interesting freelance projects, but it also requires a good bit of knowledge and a thorough understanding of the client, the product and the market.
A few rules for good packaging: