Packaging is considered as one of the most important tool in positioning, marketing and sales of any product. In the earlier times packaging was considered as a mere protective mechanism but today packaging and package designing both are considered as a very important component of the marketing process. Pilditich (1961) was among the first ones to propose that packs as a ‘silent salesmen’. About three decades later, Lewis (1991) extended Pilditich’s views, stating good packaging as far more than a salesman, but a flag of recognition and a symbol of values. A merchandise’s or a product’s packaging represents the characteristics and communicates the relevant information. Though for consumers the product as well as the package is one and the same till the time it is put on the shelf but during purchase decision, the package helps the consumer by forming the overall product perception which leads to evaluation and thus assists in making the right choice. Dhur (2007) states that packaging plays a very important role at this meeting or the point of purchase, as this is the most important point of interaction between brands and customers. Packaging is a means to communicate the marketing objective of any commodity to the consumer and to carry out this objective, packaging must be attractive, informative, and correctly identify the product and communicate its real benefits (Meyer & Herbert, 1981; Stem, 1981).
According to Sonsino (1990), package design variables mainly constituted the following types: colour, typography, pictures, size and material. Underwood (2003) suggested that consumers associate meaning to the package colours in three different forms namely ‘the physiological’, ‘the cultural’, and ‘the associational’. At the point of purchase, colours catch the consumers’ attention. Sonsino (1990) also identified that carefully chosen typography was important for