V � Visibility

I � Information

E � Emotional appeal

W - Workability

Visibility signifies the ability of the package to attract attention at the point of purchase. The main objective is to have packaging that stands out to consumers.

Information � the various forms of information that is on the packaging this includes things such as product information, claimed benefits, instructions on use and ingredients.



Emotional Appeal � Package designers attempt to arouse specific feelings such as elegance, prestige, cheerfulness, fun ect.



Workability � does the package protect the contents, does it facilitate storage space, easy to access and use, does it protect against breakage, is it environmentally friendly packaging,