The process of making goods attractive and easy to handle is

Producers use several distinct techniques to help their goods sell well. Labelling attaches information about a product, such as its ingredients or usage instructions, and branding gives a product a distinctive name or symbol that sets it apart from competitors' goods.

The activity of wrapping or containing goods so that they become attractive to look at and convenient to carry, store, and use is packaging. Good packaging protects the product while also making it more appealing and easier to handle from the factory through to the final consumer.

Labelling only supplies information rather than physically making a product easier to handle, and branding is about identity and recognition rather than physical attractiveness or ease of handling. Merchandising covers the broader in-store presentation and promotion of goods, but it is not the specific act of making an individual product's container attractive and manageable.

When a question focuses on a good's container being attractive and easy to handle, the term being tested is packaging, distinct from the informational role of labelling or the identity role of branding.