The appearance of the packaging determines to a great extent the status and the market sector of the product. The manufacturer creates an image or association by means of the presentation. He may choose simple, cheap packaging, fancy packaging, or something in between. In this respect, colour is of the utmost importance. Communication by means of colour is well established in the chocolate branch. For example, in the Netherlands, milk chocolate vermicelli is usually associated with the colour blue, whereas a bar of dark chocolate is often given a red accent. In Belgium it is the other way round!

Usually all kinds of information can be found on the packaging. Some of this is required by law, but the rest the manufacturer has added for the benefit of the consumer. The information required by law, as far as consumer packaging goes, includes the following:

• product labelling; in general, for such foodstuffs as chocolate the several national Consumer Goods Acts lay down stringent requirements for
  product labels;
• the quantity indication; the ‘e-mark’ indication on the packaging of consumer
  goods ensures that the weight in the packaging is in conformity with the
  relevant national law and falls within the variances in weight permitted therein (see also Chapter 8 on legislation and regulations);
• the name and address of the manufacturer; because of product liability, it
  must be stated who is marketing a product;
• the ingredient declaration; although this is not (yet) compulsory for cocoa and chocolate, the list of ingredients is usually printed on the packaging;
• the best-before date; as in the case of the ingredient declaration, this is not yet compulsory for cocoa and chocolate, although its use has become common practice;
• lot or batch identification; in order to trace the process and product
  parameters, a code is used to identify the product.

Usually, the packaging bears the price, as well as some nutrient information, thereby giving the  the consumer all relevant information.