Packaging design is the multifaceted process of creating customized and visually appealing packaging for products. It encompasses the strategic and creative development of the physical container or wrapper for a product, with the aim of achieving several key objectives.

Firstly, packaging design must be functional. It should protect the product, ensure its safety, and facilitate easy storage, handling, and transportation. Secondly, it serves as a vital tool for branding and marketing. Effective packaging design communicates a brand's identity, values, and the product's unique selling points. It must grab consumers' attention on the shelf, convey essential information, and create an emotional connection. 

Thirdly, packaging design plays a significant role in sustainability. Designers strive to minimize waste, reduce environmental impact, and select materials and production methods that are eco-friendly.

Packaging design is a dynamic and creative field that takes into account consumer behavior, market trends, sustainability concerns, and artistic expression to create packaging that not only protects the product but also adds value and appeals to consumers.