Primary packaging is both first and last: It’s the first layer of protection for your product and the last piece of packaging the consumer opens. It’s a bag of potato chips, juice box, book of matches, or wrapper covering a bar of soap. It can also be a tray holding multiple products in place—say, as part of a beauty kit. No matter what, the primary packaging needs to be of the utmost quality. Primary packaging plays a vital role in extending shelf life. If it’s defective, the product can spoil. Even for non-perishable items, faulty packaging risks damaging fragile products or sending the wrong message to consumers about your brand’s quality.