Packaging design can be divided into graphics/aesthetics and function. It needs to be the full package. To speak directly to consumers, package design needs to convey a clear message. Effective packaging design will make the difference between high and low sales. It needs to stand out from the competition, to leap off the shelf, but the design will also require the inclusion of information so clarity is essential, as this needs to be easily understood at the point of purchase so that the consumer can make an informed decision.