The outer wrapper or container of a product. It is often perceived by consumers to be an indication of the quality of the product itself and can play a vital part in the promotion of a good – helping to: attract people to try a product for the first time; differentiate a business’s products from similar products in the marketplace, which is vital in a highly competitive market. It also helps to protect products during transportation, storage, and display, and to preserve food. It is also vital in displaying legal information – with regard to usage, handling, storage, and the prevention of potential health hazards.