Packaging is the material used to enclose, protect, and even promote things that are for sale. It’s all about presentation. If you’re having trouble selling lemonade out of an old pickle jar, perhaps you should change the packaging.
Walk through a supermarket or a drug store and you'll see many different kinds of packaging, from hard plastic medicine bottles to cardboard cereal boxes and glass jars of spaghetti sauce. You can call the act or business of putting all these items into containers packaging too. There's also a figurative meaning of this noun, "presenting something in a flattering or beneficial way," as in: "The advisors' packaging of the candidate makes him seem much smarter."